#17 1,502 Lives Lost

Monday's sobering briefing by National Department of Transport Minister Barbara Creecy revealed a harsh truth: 1,502 lives lost on our roads this festive season - a 5.3% increase from last year. But what was most striking was her emphasis that 87% of these crashes stemmed from human behaviour.

"Drivers and pedestrians must change their behaviour," the Minister stressed. Yet after years of awareness campaigns, we're still seeing increases in fatalities. Why? Because knowing better doesn't always mean doing better.

The pedestrian statistics are particularly concerning. With 41% of road deaths being pedestrians (rising to 63.84% in Gauteng), we're facing a complex behavioural challenge. It's not just about jay-walking or distraction - it's about how pedestrians assess risk, how they interact with their environment, and crucially, how infrastructure either supports or hinders safe behaviour. When people need to cross highways because there are no pedestrian bridges, or walk in roads because there are no pavements, we're setting up a system where unsafe behaviour becomes the default choice.

Here's what actually works, based on real success stories:

Think about Slovenia's clever approach to speeding. Instead of the usual shock tactics, they focused on personal responsibility and community impact. Their "Speeding is Worth Regretting" campaign didn't just tell people to slow down - it changed how people viewed their role in keeping roads safe. The result? A significant drop in speeding and a shift in how people thought about their driving habits.

In Jordan, they tackled low seatbelt use with a brilliant combination of education and practical prompts. Simple environmental changes, like strategic reminders at key points, helped boost seatbelt use from 19% to 28%. It wasn't just about telling people to buckle up - it was about making it easier to remember and do.

What does this mean for South Africa? International evidence shows behaviour change campaigns can reduce accidents by up to 13% - but only when they go beyond just raising awareness.

The minister's call for "24/7 traffic policing" is important, but it's just one piece of the puzzle. Real change happens when we combine enforcement with behavioural science insights that make safe choices easier, more natural, and socially normal.

Thoughts on how we could apply these lessons to make our roads safer? What behavioural changes have you seen work in your community? Let's discuss!