As part of the Huffington Post’s Global Motherhood feature with the tagline One Story, One World; Zoleka Mandela, granddaughter of the late great Nelson Mandela writes about her experience in road safety. Zoleka has been a passionate road safety advocate since the tragic death of her daughter Zenani, who died on a South African Road. Her piece in the Huffington Post draws poignant attention on the need to protect the most vulnerable in the world; children and places focus on the #SaveKidsLives campaign.

When I visited the Sivile Primary School in South Africa’s Western Cape, I was struck by a feeling. It was a feeling of the vulnerability of the children all around me, who are put at huge risk every single day. It is a threat and a risk they face for what should be a simple journey. Yet, they are placed in harm’s way just for trying to get to their school to gain an education.

Right in front of their houses in the very poor neighbourhood of Khayelitsha, sits a high speed road – the Jeff Masemola Highway. It’s a road that brings trucks and cars at 90 km/h right through the settlement, the traffic rattling the corrugated iron roofs of the shacks where the children live. And it is a road that brings fear and misery every day to the schoolchildren of Sivile Primary.

I visited the Sivile Primary last year, for the launch of the Safe Schools project which I am privileged to be involved in as part of my work campaigning for the UN Decade of Action for Road Safety. The project is the first of its kind in South Africa but is in line with similar initiatives supported by the Road Safety Fund globally, including in Tanzania, Mexico and Costa Rica.

When you stand at the Jeff Masemola Highway outside the school, you appreciate the difficulty the children of Khayelitsha face as they try to get to school early each day. Hundreds of children stand by the road every morning – running and then stopping to avoid trucks and cars that clatter by, inches from their faces. In fact, more than one in five children reported that they had been involved in a road crash in some way – a shockingly high number.

The Safe Schools project, which is being supported by Janssen and the FIA Foundation, is coordinated by ChildSafe South Africa, which is a member of Safe Kids Worldwide. It has researched the problem and has found solutions, including safe infrastructure, education, collaboration and sustainability. Now that these solutions are being implemented, the students at Sivile have a better chance of getting to school safely.

I helped launch the project in May 2014 with the FIA Foundation’s Road Safety Fund and our partners. For Janssen, the principal donor, the project continues its support for the Decade of Action for Road Safety. I was honoured to speak about the initiative during my presentation at the Safe Roads | Safe Kids Global Road Safety Summit, when leaders from 30 countries met in Washington, D.C. at the end of last year to collaborate on helping our most vulnerable road users. What struck me then was the momentum that is building around the world to support our children. The Summit was an opportunity to learn from others. And at the same time, it was encouraging to hear that much can be learned from our communities in South Africa.

When I attended the launch at Sivile, I could sense the vulnerability of the students, but I could also feel a tremendous sense of hope for children in South Africa and around the world. Road traffic injury is a man-made epidemic and a serious burden on children and young people globally, but it is preventable. The vaccines for this epidemic are readily available: safe crossings, protected footpaths, and speed restrictions, together with well-designed education programmes. No child should be denied protection on our roads. With a clear voice we must call for global support to ensure that road safety becomes a development priority.

This is the message of “Save Kids Lives,” the global campaign for children’s road safety which I’ve been privileged to help launch. It calls on policymakers to take strong action to improve road safety for children everywhere. The campaign has been gathering thousands of supporters since it was launched, and our goal is to capture 100,000 signatures for the Child Declaration by Global Road Safety Week, from May 4 to May 10, 2015.

With projects like the Safe Schools initiative and the Save Kids Lives campaign, we are walking the walk, demonstrating how much can be achieved if we work together. We know that lives can be saved. Let’s collaborate and combat this leading killer of our children – the most vulnerable in our society, but who we value more than anything else. Together we can — and we must — Save Kids Lives.

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This article by Nelson Mandela’s granddaughter, Zoleka Mandela, was originally published by the Huffington Post’s Global Motherhood section in partnership with Johnson & Johnson.

Nelson Mandela’s granddaughter, Zoleka Mandela is an author, global advocate and South African campaigner on road safety and cancer. Her global road safety campaigning is in memory of her daughter, Zenani Mandela who was tragically killed in a road crash in 2010 aged only 13. Zoleka has been helping to lead the #SaveKidsLives campaign for UN Global Road Safety Week. Credits for this article go to the FIA Foundation.

Our regular columnist on all things Africa, Mr Brian Bilal Mwebaze is back with another topical column on jokes in road safety. Is there a place for comedy in road safety messaging? Does it work? Some organizations believe it does and others believe it doesn’t. Here, Brian lays the argument down for you to think about.

Farting in public is commonly seen to be funny , in many African cultures and Kids will not hold their insatiable quest to burst out laughing at it especially if its made by an adult. Upon talking of the innocence of kids, have you signed the #SaveKidsLives campaign yet?

Speaking of (farting), your job will drop having read that an Indian tribe in South America called the Yanomami fart as a greeting, and in China you can actually get a real job as a professional fart-smeller! It gets more interesting because termites are leading criminals in contributing to climate change as they fart more than any other animal producing a record of methane gas. But again, we don’t wanna be professors of farting. I don’t mean to turn this into an article about passing wind but you get my idea; lots of comedy is often based on this form of toilet humour.  We were saying…Yes, Jokes.

A few days after the International Road Federation Conference, Michael (not real names) and I headed to catch a movie in Addis Ababa’s most gliding Cinema Hall, and as we were coming back, we grabbed a taxi driven by what we would later find out, 23 year old Abyi (not real names). Our driver correctly put on his seatbelt and off we drove. We had hardly been 500m’s distance when his mobile went into an awe of ‘Pick-Up-The-Damn-Phone’ ringtone.

WHO notes that distracted driving is a serious and growing threat to road safety. With more and more people owning (sexy) mobile phones, and the rapid introduction of new “invehicle” communication systems, this problem is likely to escalate globally in the coming years. Studies suggest that drivers using a mobile phone are approximately four times more likely to be involved in a crash than when a driver does not use a phone:-and that weren’t prepared for.

Being safety freaks (read enthusiasts), we held our breath to see if Abyi would pick it up. In an instant, he reached out to the phone and hit the hands-free mode. On the other line was a ‘Hello Sweetie…’ and well, what? Sorry but the next seemingly 6 words were in a Hebrew of the local language and none of us understood a word apart from ‘Shalom’. While we automatically asked him to stop the car, which he did, our temperatures were infinitely increased by his ‘smart response’. 

“See homies, I am a responsible hi-tech geek who uses a hands free hitech”, there smiling wryly, he said it in a trademark English-Ahmaric accent. According to him, this was supposed to be a joke.

A study by Lewis (2013) on a fresh approach for road safety campaigns through humour revealed that, irrespective of age and gender, humour that was clever, incorporated something unexpected and contrasting with the everyday, was a preferred and relevant approach, thus aligning with incongruity-based theories of humour generation and humour types, such as comic wit and satire. 

As a persuasive function, humorous messages were considered likely to be talked about (and relatively more so than traditional fear-based approaches). Participants also felt that humorous messages would need to be used cautiously as humour that was considered inappropriate and/or associated with serious occurrences, such as a crash, would be unlikely to persuade. Lewis notes that humourous campaigns are not jokes.

I am quite sure you have heard about peers, comedians, movie stars and musicians making some road safety messages/programmes a butt of jokes. For a field that is the leading cause of death for young people aged 15-29, contributing 1.3 million deaths annually worldwide, you honestly got the balls to call this a joke? With estimated 50 million injuries documented annually, should we be making fun of something that changes the lives of someone, a family, a community and a country physically, economically, socially and psychologically?

Sometimes jokes and humour can play a role in making sense of what is happening in our world, in a light-hearted fashion and sometimes but sometimes they ridicule the essential elements of road safety. If we get the balance right, maybe jokes do have a role? Or maybe not? I feel that jokes have no place in road safety…but that is my view! What’s yours? 

Tweet your views to Brian and YOURS