On 13 May 2022, the PE Roads of Serbia hosted a high-level event in Belgrade to present a series of videos for its two ongoing educational campaigns “Don’t drive with a stop lane, don’t stop life” and “A Sign means Life”. High-level stakeholders such as the Minister of Construction, Transport and Infrastructure Tomislav Momirović and Chief of the Traffic Police Administration, Slaviša Lakićević, were among the attendees.
Addressing the audience in the opening ceremony, IRF Director General, Susanna Zammataro said “Road Safety is not just the responsibility of governments. We are all responsible and we can all contribute. Hence the importance of this campaign. Every action counts.” She also stressed the role of infrastructure in saving lives “When it comes to infrastructure, the proven, high-return and evidence-based infrastructure solutions to save lives exist. But there is currently a significant underfunding of infrastructure for road safety”.
“Innovative finance is needed for impact and scale. (…) The industry is committed and ready to do its part. Do count on the IRF and on the support of our members to push this agenda forward”, she concluded.
The objective of the campaign is to increase traffic safety on state roads by warning road users about the dangers of driving in the stop lane of the highway, and of destroying or stealing traffic signals.
In the Republic of Serbia, more than 500 people lose their lives every year in road traffic crashes; over 120 people have died in motorway traffic accidents in the past three years; More than 20 fatalities happened in the motorway emergency lanes just in the past year.
Through the educational campaign “Do not drive in emergency lane, do not stop life” the PE Roads of Serbia intends to raise awareness among motorways’ users on the importance of using correctly the emergency lane. This campaign is carried out to improve the behaviour of drivers who use the motorway emergency lane improperly and aims to change their behaviour to ensure that this lane is free for the movement of high-priority vehicles.
At the same time, more than 25.000 traffic signs and parts of equipment have been damaged or stolen in the last four years on the Serbian roads – with a cost that adds up to over a million euros. That is why, the second campaign “Traffic Signs Means Life” intends to point out how damaged and stolen traffic signage and equipment affect road traffic safety.
Guided by the idea that road crashes can be prevented, the PE Roads of Serbia wants to systematically raise the awareness of road users. Educational videos and radio spots, announcements on social networks, informative leaflets, and posters, are part of this comprehensive educational campaign.