• This year’s 2023 safe steps campaign aims to reach 8 million people through a multi -platform sensitization.
• The Insurance firm has made progress in undertaking awareness activities such as installation of pedestrian crossings.
• Africa has the highest motor vehicle fatality rate.

Prudential Life Assurance Zambia in partnership with Prudence Foundation has contributed US$122,549 towards the 2023 safe steps Road Safety Zambia Campaign.
Speaking during the launch of the campaign, Company Chief Operations Officer Raymond Ngoma said this year’s 2023 safe steps campaign aims to reach 8 million people through a multi -platform sensitization.
Mr. Ngoma added that the Insurance firm, in collaboration with the Road Transport and Safety Agency (RTSA), has made progress in undertaking awareness activities such as installation of pedestrian crossings, as well as taxi rank sensitizations in Eastern and Southern provinces.
“Africa has the highest motor vehicle fatality rate and this calls strategic collaborations to reach a bigger audience with educational messaging.”
“Through our partnerships, the campaign will focus on reaching people in different provinces with targeted messaging on the road safety practices and activities. This includes truck and bus sensitizations, first aid training for community are key activities which the campaign will roll out in 2023,” Mr. Ngoma said.
And speaking in a speech read on his behalf by RTSA Deputy Director for Safety Alinani Musisya, RTSA Chief Executive Officer Engineer Amon Mweemba said the commitment in funding the campaign is gratifying as private sector resources are key in eliminating some of the existing constraints impeding the effective delivery of the Agency’s road safety mandate.
Mr. Mweemba said RTSA’s partnership with Prudential Life Assurance will boost and heighten road safety advocacy during the course of 2023.
“It is very clear that on our own as RTSA we cannot stop road traffic crashes, but working together with partners like Prudential Life Insurance we have no doubt that the occurrence of Road Traffic crashes can be minimized and controlled,” Mr. Mweemba stated.