The Mombasa County Government has launched a new road safety awareness campaign targeting speeding drivers, as authorities seek to reduce the number of road crashes and fatalities recorded annually in the coastal city.
The campaign, dubbed "You Control the Speed. Speed Controls the Outcome," was unveiled on Thursday and is supported by global health organization Vital Strategies through the Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS).
County officials say the initiative comes at a time when traffic volumes are expected to rise due to increased tourism and conference activities during the June holiday season, a period often associated with higher numbers of road accidents.
According to data cited during the launch, speeding remains one of the leading causes of road crashes in Mombasa and across Kenya. Observational studies indicate that between 20 and 27 percent of motorists exceed speed limits, while average vehicle speeds have risen from 39 km/h to 44 km/h.
Mombasa records an estimated 80 to 90 road fatalities annually, with pedestrians accounting for more than half of all deaths. County authorities estimate that speeding contributes to nearly half of the fatalities recorded on local roads.
Research findings from the Mombasa Road Safety Risk Factors Report show that pedestrians, cyclists, motorcyclists and three-wheeler users accounted for 92 percent of road traffic deaths reported in 2024, underscoring the vulnerability of non-motorized and light transport users.
Speaking during the launch, Chief Officer for Transport and Infrastructure Ali A. Shariff said the county was committed to implementing evidence-based interventions to make roads safer for all users.
"Speeding continues to be a major risk factor on our roads. This campaign will help motorists understand the real consequences of excessive speed and encourage safer driving behaviour," he said.
Shariff noted that the awareness campaign forms part of a broader strategy that includes enforcement measures, improved road design and public education initiatives.
The campaign uses practical demonstrations to illustrate how increased speed affects a vehicle's stopping distance and reduces a driver's ability to avoid collisions. Organizers hope the message will challenge the perception among some motorists that they can safely exceed speed limits while remaining in control of their vehicles.
Vital Strategies Communications Manager for Kenya Tsion Kiros said reducing speeding was critical to improving road safety outcomes.
"Speeding increases both the likelihood of a crash occurring and the severity of injuries when crashes happen. Public awareness campaigns combined with enforcement can play a significant role in changing driver behaviour and saving lives," she said.
The four-week campaign will be disseminated through television and radio broadcasts, billboards, digital platforms, public transport branding and community outreach activities. Police officers will also conduct educational sessions in high-risk areas to sensitize motorists on safe stopping distances and the dangers associated with speeding.
Kenya loses more than 4,000 people to road crashes annually, making road safety a growing public health concern for both national and county governments.
