The Mombasa County Government, in collaboration with the National Transport and Safety Authority (NTSA) and the National Police Service (NPS), has today launched the mass media campaign, Slow Down, Speeding Ruins Lives.

This campaign highlights the dangers of speeding and the importance of adhering to safe speed limits to protect and save lives.

The campaign was developed with technical support from global public health organization Vital Strategies, an implementing partner of the Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS).

The campaign, which targets drivers and the general public, emphasizes on the need to observe safe speed limits, particularly during the festive season, when many Kenyans travel for celebrations.

The campaign was informed by extensive message testing conducted across four counties, in collaboration with USIU-Africa. PSAs with different approaches were tested to identify which would most effectively resonate with the public. The results showed that real, personal stories had the strongest emotional impact, leading to the decision to feature the testimonials of Mary Wanja and Ruth Machocho.

The campaign materials will be disseminated through on TV, radio, and digital platforms in five languages, and supported by digital billboards across Mombasa. Police-led outreach at key traffic points will engage drivers, encouraging them to sign pledges for safer driving. Social media amplification by NTSA, local leaders, and community partners will further extend the campaign’s reach.

The speeding campaign will be rolled out together with the National Police Service (NPS) in Mombasa who have been training on safe speed implementation and best practices through the Global Road Safety Partnership (GRSP). Enforcement will be done through the use of speed cameras that will be able to capture drivers exceeding speed limits.

NPS will actively engage drivers in areas where speed cameras are deployed to curb speeding on major roads within Mombasa. Drivers found exceeding speed limits will be issued fines or traffic tickets, and in severe cases, may be required to appear in court.

According to a 2023 report by the NTSA, over 4,000 lives are lost annually on Kenyan roads,

With speeding identified as one of the leading risk factors. This highlights the urgent need for enhanced road safety measures to reduce injuries and fatalities.

The campaign features the true stories of Mary Wanja and Ruth Machocho.

Mary Wanja , 35, a resident of Likoni, Mombasa, shares her harrowing experience of a road crash several months ago as result of a speeding Matatu which left her husband, John, paralyzed.

“It was just a normal day. I was traveling with my husband in a matatu that was speeding. Suddenly, there was a loud bang. When we got to the hospital, the doctor told us my husband would never walk again. I was devastated and didn’t know where to start.” she recounted

“Now, I am left as the breadwinner of my family while also taking care of my paralyzed husband. Speeding may seem thrilling, but your life can change in an instant,” Mary recounted.

Similarly, Ruth Machocho, 28, lost her leg in a crash caused by a speeding truck along the old Malindi Road in Nyali, Mombasa. Now using a prosthetic limb, she shares how the crash transformed her life and expressed hope that no one else has to endure such trauma.

Speaking at the campaign launch Mombasa County Transport CEC Dan Manyala, praised the initiative for its potential to save lives and its unique approach of addressing speeding as a major risk factor.

“We continue to lose far too many lives on our roads due to speeding. I urge all drivers and road users within Mombasa and across the country, as we approach the festive season and celebrate with our families, to observe the set speed limits. Drive safe to arrive safe,” said Manyala.

Adding “As a county in partnership with other stakeholders we have been able to come up with several programs and initiatives towards road safety and we will continue to support all stakeholders in this”

On his part NTSA Director of registration and licensing Cosmas Ngeso reaffirmed the authority’s commitment to collaborating with the (NPS in preventing road traffic crashes during the festive season.

“Speeding has claimed far too many lives. Observing safe speed limits is not just about following traffic laws; it’s about saving lives,” Mr. Njao said. The Authority will enhance its collaboration with NPS and other stakeholders to sensitize, educate, and enforce safe speed limits during this festive season.

BIGRS Initiative Coordinator, Mr. Vipul Patel, highlighted the global challenge of speed management and the need for a sustained, multidisciplinary response.

“Effective speed management is critical in ensuring road safety,” he said.

Adding “Speeding is a major key risk factor in road safety. It increases the risk of a crash, and the severity of the injuries sustained when a crash occurs.”

” Everyone deserves safe streets. Yet, an estimated 1.19 million lives are lost on the world’s roads each year, with speeding a leading cause of these preventable tragedies,” said Tsion Kiros, Communication Manager for Kenya at Vital Strategies.