Case Study – Zusha! National Road Safety Campaign

The Zusha! National Road Safety Campaign aims to reduce road accidents by encouraging passengers in PSVs (Public Service Vehicles) to speak out directly to their drivers against reckless driving.

It has three main components:

1) Distribution of Zusha! safety stickers in PSVs
2) A media campaign delivered through radio, billboards, social media, newspaper advertisements, editorials, and news articles and
3) National and regional stakeholder conferences to raise awareness.

During the first stage of the campaign, William Jack and James Habyarimana put stickers in a random sample of over 1,000 minibuses (matatu) in Kenya and encouraged passengers to report when their drivers were driving recklessly; leading to a 50% drop in total accidents and a 60% drop in accidents with injuries/fatalities. The second phase (in partnership with Directline Insurance, Royal Media Services and ASRIT-Kenya) allowed the sticker campaign to be rolled out across 12,000 matatus in Kenya.

The grant from USAID’s Development Innovation Ventures (DIV) is supporting the third phase of the Zusha! study in Kenya, and expands the project to three other countries – Tanzania, Uganda and Rwanda. Zusha! represents the first time a project funded by DIV has successfully transitioned from being a pilot program to reaching millions of people.

Visit the Zusha website for more information.

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Sustainable Development Goals – 3.6.1, 5, 9.1, 11.2.1 & 11.3.2

Transport issues addressed – Public transport (matatus), road safety for pedestrians, road safety for passengers, road safety for car drivers, traffic, air quality, drink driving.

Photo Credit: Zusha Road Safety Campaign

2 thoughts on “Case Study – Zusha! National Road Safety Campaign

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  1. Pingback: Campaigns
  2. Pingback: Mass Media (Radio)

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