The campaign will officially be launched on 11 April on the N1 in Kroonstad in the Free State. The CEO of MasterDrive, Eugene Herbert, expands: “Since 2022, the Easter road fatality rate has increased by a shocking 82%. Serious attention needs to be paid to the Easter period, which has the second highest fatality rate each year.

“MasterDrive is honoured to be a part of this important initiative with AA. It is an indication of how different organisations can come together with a single goal in mind: to reduce the needless carnage on our roads,” Eugene says.

The AA and its partners call on motorists, passengers and road users to remain alert and intentional in their travels. AA CEO, Bobby Ramagwede, says: “The Easter period is historically one of the most dangerous times on South African roads, characterised by high traffic volumes and increased risk of accidents.

“Our mission is to empower road users with the knowledge and tools to travel safely. Through this campaign, we will drive home the message that responsible driving saves lives. We encourage all motorists to plan their trips, rest when needed and prioritise road safety,” Bobby says.

The RTMC urges motorists to be especially cautious when driving in areas with high pedestrian traffic. “An alarming number of pedestrians die needlessly on our roads. Some of these deaths can be attributable to alcohol abuse and reckless conduct. We must take responsibility for preventing them,” says the RTMC CEO Advocate Makhosini Msibi.

Free State MEC for Community Safety, Roads and Transport, Jabu Mbalula, says: "During adverse weather conditions, I urge all drivers to practise patience, caution and consideration.

“Take regular breaks every 200 kilometres or two hours to fight fatigue. Obey speed limits and eliminate distractions such as using a mobile phone while driving. Additionally, ensure your vehicle is in good condition before embarking," Jabu states.

On 17 April, an activation will take place at the Shell Ultra City in Kroonstad. It includes:

• Passenger safety simulator.
• Tyre and vehicle safety checks.
• Engagements with road safety experts from various organisations.

“MasterDrive is proud to join the AA in this road safety initiative with an activation on the danger of drink driving. Several activations will underscore the dangers of driving under the influence. It allows drivers to experience, from a sober perspective, how decision-making is impaired after alcohol consumption. It’s a powerful way to shift mindsets.”

“Travellers will have a unique opportunity to wear ‘Drunk Buster Goggles’ (main photo) while navigating a course on a motorised scooter, simulating the effects of alcohol on vision and reaction time. Experience a shocking epiphany about the realities of drink driving,” according to Eugene.