Accra: ZEN Petroleum Limited, in partnership with the National Road Safety Authority (NRSA), has launched the 'Safe Drive' Campaign to promote responsible driving and reduce road traffic crashes. The campaign, officially unveiled at a media launch in Accra on Tuesday, will deploy strategically positioned highway billboards along the Accra-Kumasi and Accra-Tarkwa corridors, two of the country's busiest roads.

According to Ghana News Agency, the six-month campaign will cover the December and Easter festive seasons, which typically record high crash incidents. Organisers stated that the billboards would be located where they do not obstruct drivers' vision, with brief, easily understood messages displayed in English and Pidgin English, supported by on-ground sensitisation in local languages.

Mr. Prince Awuley, Retail Director of ZEN Petroleum, highlighted the initiative's alignment with the company's belief in shared responsibility for road safety. He noted that road traffic incidents affect not just individuals but families, communities, and the national economy, with thousands of lives impacted by largely preventable incidents each year.

Expressing gratitude to the NRSA for its partnership and technical guidance, Mr. Awuley praised the media for amplifying road safety messages. He emphasized the campaign's aim to reinforce responsible driving, increase public awareness of road safety practices, and showcase the impact of public-private collaboration on social issues. He urged motorists to 'drive responsibly, stay alert, and obey traffic regulations,' stressing that 'every safe decision on the road matters.'

Mr. Alexander A. Ayatah, Director of Research, Monitoring and Evaluation at NRSA, described the partnership as both timely and critical. He revealed that Ghana recorded 13,320 road traffic crashes between January and November this year, marking a seven per cent increase from 12,417 during the same period last year. The number of fatalities rose to 2,673, an 18.5 per cent increase, while injuries climbed from 14,358 to 15,173.

Mr. Ayatah warned that 'between six and eight people die on our roads daily,' emphasizing that no one is immune and urging private sector actors, media, religious bodies, and community leaders to become road safety ambassadors. He noted that crashes cost Ghana about 1.6 per cent of GDP, describing the losses as unacceptable.

Alhaji Mohammed Tanko, National President of the Ghana National Cargo Transport Association, pointed out that unhealthy competition among drivers often leads to reckless driving, with many operating outside recognised transport unions, complicating regulation. He called for stricter punishment for offenders, particularly those driving under the influence, and assured the NRSA and ZEN Petroleum of his organisation's readiness to collaborate in reducing crashes.

The Safe Drive Campaign is expected to raise public awareness, reinforce positive driving behaviour, support national road safety efforts, and demonstrate the effectiveness of public-private partnerships in addressing national safety challenges.