More than 500 drivers were arrested for driving under the influence over the past Easter weekend. As another two long weekends loom consecutively ahead, which are also payday weekends for many, the concern that drunk drivers will again flood the roads should remain a high priority for policymakers, awareness campaigns and drivers themselves.
While removing so many unsafe drivers from the road was a success, it is also an indication that drunk driving remains a significant societal issue. The CEO of MasterDrive, Eugene Herbert, expands: “Authorities should replicate measures taken over Easter weekend to keep these reckless drivers off the road. Additionally, as we face another two weekends where drivers are more likely to drive after drinking, the past weekend should serve as a warning every organisation takes extremely seriously.”
MasterDrive had the privilege to participate in the AWARE.org Road Safety round table discussion recently where thought leaders from the industry, automotive sector, road safety organisations, and government agencies engaged on sustainable solutions to driving under the influence. “Eliminating drunk driving is something MasterDrive prioritises. The organisation drives this message home through various activations that emphasise the danger of driving under the influence.
“The power of these activations is that it allows an understanding of how driving is impaired through a ‘sober mindset.’ One experiences how vision and reactions are affected by drinking, while behind the wheel of a motorised scooter wearing our unique ‘Drunk Buster Goggles.’ It gives drivers a shocking epiphany about the realities of drink driving,” says Herbert.
Following the success of AWARE.org’s Road Safety Programme in just one year, they too will be involved in various initiatives. Last year’s programme demonstrated significant growth, expanding its reach and impact through strategic and measurable collaborations with Johannesburg Metro Police Department (JMPD) and Road Traffic Management Corporation (RTMC).
Key milestones achieved during 2024 include:
- 10 618 roadblocks conducted
- 9 894 arrests for drunk driving
- 275 offenders enrolled in NICRO rehabilitation programme with 95% of them not reoffending
- Memorandums of understanding between JMPD, RTMC, Tshwane and eThekwini Metros are making good progress
This year AWARE.org remains committed to engaging with policymakers, industry stakeholders, and the public to foster lasting behavioural change and reduce driving under the influence (DUI). Part of this includes advocating for a 0% alcohol approach to road use.
AWARE.org will be supported by MasterDrive and other stakeholders throughout the month to reduce drinking and driving. They will be joined in this by:
JMPD supporting the implementation of the Evidential Breath Alcohol Test (EBAT) of intoxicated drivers with tests that are admissible in court.
RTMC which encouraged all road users to commit to act on it if they see someone in an intoxicated state.
Limpopo Road Safety Department urges government and road agencies to share tools and best practices and unify law enforcement across provincial boundaries.
Whether it is the high number of arrests made over four days or the risk of more punitive measures, MasterDrive urges all drivers to make alternative plans to get home before attending social events. “As a society, we cannot ignore what these figures tell us which is that drivers simply do not take the danger of drinking and driving seriously enough,” says Herbert.
They say that friends open doors for you… whatever you do, don’t let them open this door for you!
Don’t let your friends drink and then drive! https://t.co/aox1pTLtXj#ArriveAlive @BreathalyserGuy @SAPoliceService @Dotransport @TrafficRTMC pic.twitter.com/BrxTQbBM0T
– Arrive Alive (@_ArriveAlive) April 23, 2025
