The National Roads Authority (NRA) in collaboration with the Ministry of Transport, Works, and Infrastructure (MOTWI), the Consultants and Contractors for Bertil Harding Highway and key stakeholders including the Police, and General Transport Union, on Thursday 30th May 2024, officially launched the country’s first-ever Road Safety Awareness Campaign.

The maiden safety campaign, which will begin at the Bertil Harding Highway Road was officially launched at the Coco Ocean Hotel in Bijilo.

This campaign seeks to educate people and raise awareness on the safe use of the Bertil Harding Highway and by extension all the roads in the country.

This campaign, which is contracted to Hot Ink Media Advertising and Communications, a young dynamic local media safety advocacy group, will run the campaign for a period of three months together with key stakeholders.

Mr. Ousman Sanyang, Managing Director, National Roads Authority, emphasised the importance of such initiative, adding that the campaign will initially cover Bertil Harding Highway, which is a new type of road infrastructure for many Gambians.

“It’s evident from what we can see that people don’t understand how to use such roads, especially the roundabouts – hence the importance of the campaign. As road safety is a universal concern, we think there are good lessons to be learned from other countries on how to make Bertil Harding Highway safer. This can then be extended to the entire road network in the country,” he said.

While giving a brief rundown about the campaign, MD Sanyang summarised some of the key takeaways for the project that include: –

• Target Audience Analysis;

• Key strategy, message, and branding development (10 key, audio visual);

• Production of materials (posters, stickers, T-shirts, factsheets, banners etc.);

• Script writing for short documentary (narrative with visual guides);

• Audio production for 5 different short clips (local languages);

• 20-minute documentary, and 10 social media messages;

• Education and awareness campaign (including graphic motion presentations, and demonstrations, using drama); and

• Training sessions with emergency services (Gambia Police Force, Fire and Rescue Services – training on road accident investigations and recording)

While officially launching the campaign on behalf of the Minister, Matar Ceesay, Permanent Secretary, Ministry of Transport, Works, and Infrastructure (MOTWI) said the road safety issues in the country are ever increasing and is of great concern to the Ministry as well as the government.

Though The Gambia is ranked among the highest countries regarding road traffic fatality rates, he revealed that his Ministry and the country made great strides towards the realization of the goals of the National Development Plan, to provide a safe and reliable road network.

According to him, the launching of the campaign is a big step in the right direction as they put words and plans into action and do more towards the prevention of this life-threatening experience that could befall anyone at any moment on the roads.

“To address this current challenge, we must work together. The “Arrive Safe” awareness campaign in collaboration with National Roads Authority, Gambia Police Force, General Transport Union, and all key stakeholders, is a call to action”, he continued.

Meanwhile, other speakers included Lamin “King” Colley, Police Commissioner, Mobile Traffic; Dr. Momodou Gassama, Health Promotion Officer, W.H.O Gambia; Mr. Omar Ceesay, President, General Transport Union, and Hon. Amadou Camara, National Assembly Select Committee on Health. They all hailed the importance of the campaign initiative and urged everyone to join efforts in reducing accidents in the country.