Puma Energy Zambia today launched its Be Road Safe Africa campaign at an event held at the Radisson Blu Hotel in Lusaka. This campaign is focused on primary school children, being the most vulnerable road users, to teach them skills that will enable them to become responsible road users. Together with implementing partners, Amend – an international non-government organisation (NGO) dedicated to road safety, and in-country Zambia Road Safety Trust (ZRST) – a national NGO that promotes Road Safety and Sustainable Transportation, the campaign aims to amplify road safety awareness and create a secure environment for young learners.
In attendance at the launch event was the Board Chairperson of the Road Safety Agency (RTSA) Eng. Allen Mate who presented the keynote speech on behalf of the Minister of Transport and Logistics, Honourable Frank Museba Tayali, MP, who officiated as Guest of Honour.
Eng Mate commended Puma Energy Zambia on launching a necessary and timely initiative, stating that it is in line with the World Health Organisation (WHO) and the United Nations (UN) Regional Commissions proclamation of ‘A Second Decade of Action For Road Safety 2021-2030’, which aims to improve road safety and reduce road traffic deaths and injuries by at least 50% by 2030. He said: “Puma Energy’s Be Road Safe Africa campaign emerges as a beacon of hope and a symbol of corporate responsibility. I urge all stakeholders, including government agencies, NGOs, educators, and the wider community, to actively participate and endorse the Be Road Safe Africa campaign.”
Road traffic injuries are the leading cause of death among children and young people worldwide, with Africa having the highest road death rates. According to Zambia Police statistics, there were over 2,000 road traffic fatalities in 2023. Of this number, over 10% were children. The Road Traffic Safety Agency reports that of all road users, pedestrians account for most fatalities and this is the same for children, followed by motor vehicle accidents with child passengers and bicycle accidents with child passengers. The leading contributor to these road traffic accidents is human error. The Be Road Safe Africa campaign aims to address this prevailing status quo by working together with school administrators and teachers on what and how students are taught road safety, shaping the behaviour and attitudes of young people and effectively empowering them.
Five primary schools in Lusaka in areas considered to be at high risk for road traffic incidents – namely Burma Road Primary, Libala Primary, Mambilima Primary, New Mandevu Primary and Twashuka Primary School – will participate in the campaign as a start, which will run from March to May 2024. Lusaka Province has the highest number of road traffic accidents as well as fatalities in the country.
Speaking at the event, Patricio Chababo, Managing Director at Puma Energy Zambia said: “At Puma Energy, road safety is an essential component of our CSR strategy. The Be Road Safe Africa campaign
aligns with our longstanding initiative ‘Be Puma Safe,’ which aims to promote responsible driving habits and create a secure environment for all road users.”
The campaign, through various activities, will equip primary school children with essential road safety knowledge and skills, empowering them to make safer choices on the road. Amend Project Manager, Neema Swai, explained: “The Be Road Safe Africa campaign encompasses various activities including comprehensive road safety education, dubbed ‘See and Be Seen’ that equips primary school children with essential road safety knowledge and skills, an engaging drawing competition, the establishment of ‘Be Road Safe’ Clubs, and the implementation of a Kids’ Court programme, which empowers children and holds adults accountable for reckless driving in the proximity of their schools. This activity connects police, children, drivers, and the wider community in a way that benefits all.”
The Puma Energy Be Road Safe Africa campaign has already been implemented in Botswana, Tanzania and Zimbabwe. It builds on a programme initiated by Puma Energy in Tanzania, which between 2013 to 2020 reached over 130,000 children in 115 schools across the country. By implementing this comprehensive initiative across multiple regions, Puma Energy is contributing to the enhancement of road safety education standards and positively impacting communities and young road users throughout Africa.
The number of road traffic deaths and injuries in the last 20 years has almost doubled in Zambia, presenting a serious and rapidly worsening public health crisis. Puma Energy’s Road Safety Programme is a pillar of the company’s corporate social responsibility strategy, exemplifying the company’s dedication to the well-being of the wider community. By championing awareness, leveraging education, recognising excellence and fostering collaboration, Puma Energy Zambia is contributing to creating a safer and more responsible road transport environment in the country.
