Road safety in South Africa is the responsibility of each and every road user. This is the view of I, whose Southern African transport fleet travelled 460 million kilometres last year. The transport and logistics giant added its weight to curbing road fatalities and collisions by launching the I-Pledge road safety initiative in November 2011.

“Over 100 000 South Africans have since taken the first small step towards making a big difference on our roads by adopting the I-Pledge,” says Niki Cronje, group marketing executive for Imperial. “We continue to encourage motorists, pedestrians, truck drivers and passengers to make a commitment to being better road users by acknowledging and abandoning the bad habits that have become second nature when we travel.”

These include not wearing seat belts, drinking and driving, speeding, succumbing to road rage, distracted driving through in-car cellphone use and jaywalking. Safer roads start with you. Make a difference today and take the I-Pledge at www.ipledge.co.za.