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Georgetown University: Zusha! Empowering Passengers to Improve Road Safety
To reduce the prevalence of road traffic accidents in Kenya by encouraging passengers to demand safe driving.
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Road traffic accidents are the leading cause of death worldwide in people aged 15-29 worldwide, and the second leading cause of death among people aged 5-44 in Africa, where they cost the continent on average $10 billion annually. Researchers from Georgetown University, with support from public and private sector partners, are launching a campaign to reduce the prevalence of road traffic accidents in Kenya by encouraging passengers to demand safe driving.
How does your innovation work?
With Stage Two support from DIV, the researchers are partnering with a local cell phone company, an insurance company, a broadcast media company and a local NGO to expand the campaign to implement a range of alternative messaging strategies, including radio broadcasts, and to reach approximately 10,000 minibuses in Kenya.
Next Steps
The ultimate goal is to reach approximately 10,000 minibuses in Kenya and, through randomized control testing, better understand whether road accidents will decrease with a sticker intervention and radio campaign.
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