New road safety campaign targets speeding nationwide
(Kaieteur News) – Dozens of road safety stakeholders recently gathered at the Watooka Guest House in Linden for the launch of the Socially Inclusive and Gender Responsive Road Safety Awareness Communication Strategy, being implemented by the Ministry of Public Works through consulting firm FRED Engineering.
The strategy is a key component of the Linden to Mabura Hill Road Upgrade Project, funded by the United Kingdom Caribbean Infrastructure Partnership Fund (UKCIF) and the Caribbean Development Bank (CDB). With the overarching message “Be the reason everyone is safe,” the strategy was developed through extensive consultations involving community leaders, public and private sector representatives, youth and civil society organisations. It includes a six-week nationwide speeding campaign and a community-based general road safety campaign.
From left to right: Road Safety Champions Carlvin Burnett, Maylene Couchman and Malika Allicock at the Socially Inclusive and Gender Responsive Road Safety Awareness Communication Strategy launch.
According to a press release, CDB Programme Manager, Infrastructure Partnerships (UKCIF), Sharon Griffith, applauded the initiative, noting that “infrastructure alone does not guarantee safety.” She said the true measure of a road is whether people can use it safely, reliably and equitably.
In his feature address, Kester Hinds, Manager of Traffic, Safety and Maintenance at the Ministry of Public Works, called for a cultural shift in the mindset of road users across Guyana. “As a society we must develop a culture in which unsafe behaviour is no longer accepted as normal,” Hinds said. He noted that every collision has consequences extending beyond the vehicles involved, affecting families, children, parents, colleagues and communities.
His sentiments were echoed by Permanent Secretary of the Ministry of Public Works, Vladim Persaud, who stressed the need for commuters to exercise greater care while using the nation’s roadways.
Sharon Griffith, Programme Manager, Infrastructure Partnerships (UKCIF), Caribbean Development Bank speaking at the Socially Inclusive and Gender Responsive Road Safety Awareness Communication Strategy launch.
Dr. Jeteendra Singh of the Ministry of Health highlighted the burden of traffic crashes on the healthcare system, noting that Guyana recorded 137 road fatalities in 2025. “Preventing traffic injuries is an investment in the health and well-being of our population,” Singh said, adding that the number of road deaths was far greater than deaths from infectious diseases such as tuberculosis.
Assistant Police Commissioner Mahendra Singh pledged the Guyana Police Force’s support for the initiative before officially launching the strategy alongside Toshao Sydney Allicock.
“Road traffic education is one of the most important pillars of road traffic management,” Singh said, stressing that there is no substitute for creating greater public awareness about responsible road use.
The multi-channel strategy will feature road safety champions Malika Allicock, Maylene Couchman and former soca monarch Carlvin Burnett, and aims to raise awareness and save lives through messages such as “Please Chill, Speed Kills!” and “Road Safety Rules Are Your Best Tools.”
The campaign will also utilise culturally relevant communication products, including a video poll, five video reels, billboards, social media cards, bumper stickers, rubber bracelets, brochures and pocketbooks for project-area spokespeople. Community partners, including Hits and Jams 94.1 FM, Prudential Driving School, Fast Learners Driving School, Hearthrob Dynamics and EdYouFM, will support the campaign by showcasing its materials and communication products throughout the implementation period. The launch culminated in an energetic performance by road safety champion Carlvin Burnett of the nationwide speeding campaign jingle.
Source: Kaieteur News
