In an effort to encourage commuters to use legal means of transportation, the Transport Authority launched its ‘Choose Right, Choose Life’ Campaign on Wednesday, October 14 at the Offices of the Ministry of Transport, Works and Housing.

The Campaign which is scheduled to last for six weeks, will cover both the print and electronic media and is endorsed by the Gleaner Company, The Jamaica Observer, CVM TV, TVJ, MELLO FM, NATIONWIDE NEWS NETWORK, IRIE FM, RJR 94FM and the “Choose Life International “ Organisation.

Speaking at the Launch, Transport, Works and Housing Minister, Dr Omar Davies lauded the effort of the Transport Authority for the pivotal role it was playing in public passenger safety. He said that the safety of commuters was everybody’s business and that the Campaign would go a far way in highlighting that message.

In drawing attention to the safety message, the Minister pointed to the fact that road crashes was the leading cause of death in the age group 15-29. “Over the past five years, 1, 500 persons have been killed in road crashes – over one hundred deaths so far this year occurred in public passenger vehicles,” he added.

In seeking to pinpoint reasons for such accidents, the Minister noted that inexperienced drivers, risk taking by drivers and sensation seeking behaviours were among the leading causes. He said that to combat these problems, the training of drivers, institution of technical programmes plus the communication programme that was being launched would hopefully lead to drastic reductions in the accident rate and other unacceptable behaviours amongst drivers.

Also speaking at the Launch, SSP Calvin Allen in charge of the Police Traffic Division used the opportunity to lend the JCF’s support to the initiative. He pointed out that so far this year, 287 lives had been lost on the nation’s roads, 25 more than last year. Most of the cars involved in accidents were robot taxis, the Officer noted. He pleaded with commuters to travel in the correct transport to avoid the unwholesome consequences. 

Ms. Faith Thomas from Choose Life International organisation also spoke and endorsed the Campaign.  

Commercials making up the campaign were previewed at the launch; this included a song entitled ‘Choose Right, Choose Life’ which was performed by Ms Antonette Miller, Administrative Assistant at the North East Regional Office of the Transport Authority.