Home Press Release Festive Season 2023 Special: Drunk drivers stay for free

Festive Season 2023 Special: Drunk drivers stay for free

by Tania Griffin
A greyscale picture of a prison cell

As we gear up for vacation and R&R during the balmy hot days and warm summer nights, drivers who are found to be driving under the influence (DUI) can secure real accommodation bargains at one of the country’s police holding cells…

Through a partnership between the Association for Alcohol Responsibility and EducationRoad Traffic Management Corporation (RTMC) and the online accommodation booking platform Daddy’s Deals, drivers have been warned that if they choose to drink and drive this festive season, they are likely to stay for free.

The campaign raises awareness about the dangers of irresponsible alcohol consumption to drivers and other road users and aims to reduce the road crash rate and death toll on South Africa’s roads during this December and January.

Carmen Mohapi, managing director of Aware.org, explains that behind a tongue-in-cheek initiative is a very serious message: these holidays, don’t drink and drive. “The campaign’s road safety warnings are inspired by typical travel ads. We hope that the contrast between the blunt key message – drunk drivers stay for free – and a relaxed tone of visuals and supporting messages will help South Africans pause, think, remember our advice, and ultimately act responsibly after having drinks.

“While we anticipate to see measurable impact with the summertime safety drive, road safety is one of our priority areas throughout the year. Driver sobriety is vital 24/7 in order to protect drivers, passengers and pedestrians.

Adds RTMC CEO Advocate Makhosini Msibi, “Our driver intoxication and fatal crashes research extrapolates that an estimated 27% of fatal crashes in our country can be attributed to driver alcohol intoxication. Since drinking and driving is dangerous, unnecessary and unwise, these incidents can be prevented and avoided.”

Msibi says that public-private partnerships such as the one with Aware.org and Daddy’s Deals help mobilise different sectors of society to focus and find solutions to challenges that affect everyone, like irresponsible drinking and driving.

“Daddy’s Deals has partnered with Aware.org and the RTMC on this initiative that prioritises the safety and welfare of our communities, especially during the festive season,” says Sinegugu Ngwenya, content marketing specialist from Daddy’s Deals. “We hope to raise awareness about the dangers of drunk driving through this clever campaign; by creatively promoting jail cells as accommodation deals, we hope to underscore the critical message of responsible behaviour on the roads.”

Mohapi stresses that in addition to asking South Africans to resist drinking if they know they will be driving, it is important to popularise and start building new social norms centred around the reality that it is now easier than ever to avoid drinking and driving.

“Why risk spoiling your holiday and good times with loved ones that you’ve worked hard for during the year? Rather prepare for the upcoming brunches, afternoon braais and evening celebrations by making use of the widespread availability of 0% alcohol drink options and transportation alternatives,” she advises.

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