The Johannesburg Metropolitan Police Department (JMPD) took part in the AWARE.org Don’t Drink & Drive: Driving Action for Safer Roads seminar held on Thursday, October 16.

Representing the JMPD was spokesperson Superintendent Xolani Fihla, who participated in a panel discussion on Communication and Advertising.

The discussion centred on how law enforcement and communication experts can use data-driven insights to design targeted road safety campaigns that inspire measurable behavioural change.

Fihla shared how the JMPD’s on-the-ground experience can be leveraged to dispel public misconceptions about driving under the influence (DUI) enforcement.

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He emphasised the need to build trust between law enforcement and the public through transparent, educational messaging rather than fear-based campaigns.

He also discussed how law enforcement data – beyond traditional crash statistics – can be used to identify high-risk groups and behaviours before incidents occur, allowing for more proactive road safety measures.

The high-level seminar followed a successful Road Safety Roundtable and aimed to co-create a data-integrated roadmap to address key gaps in alcohol-related road safety.

Delivering the keynote address, Department of Transport Deputy Minister Mr Mkhuleko Hlengwa reaffirmed the government’s commitment to improving road safety through collaboration and innovation.

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The event concluded with the signing of a Commitment Board, establishing a framework for accountability and partnership between government, the private sector, and civil society.

According to the JMPD, insights from enforcement agencies will play a crucial role in shaping national awareness campaigns that encourage responsible behaviour on the roads.

“We’re committed to ensuring that enforcement insights directly shape effective national campaigns,” the JMPD said.