Nile Breweries and Next Media Unite for 'Linnya Step with Safety' Campaign

Nile Breweries Limited, alongside Next Media brands Sanyuka TV and Beat FM, has initiated a nationwide road safety campaign named ‘Linnya Step with Safety.’ This campaign is specifically designed to curb the high number of motorcycle-related accidents and foster safer road behavior among all users.

The primary focus is on boda boda (motorcycle taxi) riders and their passengers, who are identified as particularly vulnerable. The campaign will advocate for responsible riding, consistent helmet usage for both riders and passengers, and safe passenger conduct. It will also tackle issues such as speeding, overloading, and the dangerous practice of riding under the influence of alcohol.

Uganda faces a severe road safety crisis, with over 5,300 deaths annually. Motorcycles contribute significantly to this, accounting for approximately 45% of road fatalities, while pedestrians make up around 37%. Recent data from Kampala highlights that motorcycles are involved in nearly 49% of the city’s traffic deaths, with serious injuries increasing by 12% in the past year.

Passenger helmet usage remains alarmingly low, at about 2%, compared to 49% for riders. The ‘Linnya Step with Safety’ campaign seeks to address these statistics by promoting safer practices and encouraging the correct use of helmets. It also emphasizes that alcohol and driving/riding must never be mixed, positioning road safety as a shared public health responsibility.

Nkanyiso Mncwabe, Managing Director of Nile Breweries, stated the campaign aligns with the company’s commitment to responsible consumption and community well-being. He stressed that every road crash impacts families and futures, and Nile Breweries is dedicated to encouraging choices that enhance road safety. The campaign is part of a larger global road safety program by AB InBev, focusing on preventing drink-driving.

Certified passenger helmets will be distributed to improve access and encourage their use. The initiative also builds on the success of the previous ‘Linnya Step’ campaign, which received international recognition. Nile Breweries has a history of supporting road safety, including the 2022 ‘Ondaba Road Safety Campaign’ that trained boda boda riders in first aid and safe riding.