Nile Breweries Limited in partnership with Sanyuka TV and Beat FM have launched a national road safety campaign dubbed ‘Linnya Step with Safety ‘, aimed at reducing motorcycle-related crashes and encouraging safer behavior among boda boda riders, passengers, and other road users.
The campaign will promote responsible riding, helmet use, and safer passenger behaviour, focusing on boda boda riders and passengers, who are among the country’s most vulnerable road users. It will also address speeding, overloading, disregard for traffic regulations, and riding or driving under the influence of alcohol.
According to reports, Uganda continues to face a significant road safety challenge, with more than 5,300 deaths recorded annually, equivalent to approximately 15 lives lost every day. Motorcyclists account for an estimated 45% of road deaths, while pedestrians account for approximately 37%. Additionally, the 2024 Kampala City Road Safety Annual Report states that motorcycles account for nearly 49% of road traffic deaths in the city. Serious road traffic injuries increased by 12% between 2023 and 2024, with motorcycles involved in 59% of these cases. Helmet use also remains low among passengers, with reported usage at approximately 2% among passengers and 49% among riders.
Linnya Step with Safety will respond to these challenges by promoting responsible riding and safer passenger behaviour, encouraging the consistent and correct use of helmets, and addressing speeding, overloading and disregard for traffic regulations.
The campaign will also reinforce the message that drinking and driving or riding must never mix. Through sustained public engagement, the partners aim to position road safety as a shared public health responsibility and maintain a national conversation about preventing road crashes.
Speaking at the launch, Nkanyiso Mncwabe, Managing Director of Nile Breweries Limited, said the campaign reflects the company’s commitment to responsible consumption and the wellbeing of the communities it serves.
“Every life lost or permanently affected by a road crash represents a family, a livelihood and a future disrupted. At Nile Breweries, responsible consumption is central to how we do business, including consistently reminding consumers that alcohol and driving or riding must never mix. Through Linnya Step with Safety, we will work with riders, passengers and communities to encourage everyday decisions that make Uganda’s roads safer for everyone.”
‘Linnya Step with Safety’ forms part of AB InBev’s wider Road Safety Program, which brings together data, technical expertise and partnerships with governments and other stakeholders to reduce road traffic deaths and injuries globally, with the prevention of drink-driving as a central priority.
‘Linnya Step with Safety’ will raise awareness of helmet use and the role passengers can play in protecting themselves. Certified passenger helmets will also be distributed to improve access to appropriate safety equipment and encourage consistent helmet use.
Mable Tomusange, Managing Consultant at Consult Afrika Usalama, said sustained behaviour change should be at the centre of road-safety interventions.
“Awareness is important, but behaviour change is a process. We need to go beyond one-off road-safety awareness campaigns and use approaches that help riders and passengers translate knowledge into practical action, changing habits, building safer skills and making better choices on every journey.”
Nathan Byanyima, Member of Parliament, pledged to take the initiative and its road-safety message to Parliament. “I will take this initiative and its road-safety message to Parliament. This is not a small issue, about 14 or 15 people die on our roads every day. We must work together and strengthen the action needed to save lives.”
Peter Mungoma, CEO of Beat FM, said the media has an important role in helping road users understand risks and make safer decisions.
“Numbers like 5,300 deaths a year and 2% helmet use among passengers sit behind every person we serve on air. Linnya Step with Safety lets the media measure what matters: more helmets on heads, fewer crashes on the road, and safer choices from riders and passengers alike.”
The new campaign builds on the partnership established in 2024 through the original ‘Linnya Step’ campaign.
The initiative received the “Find a Way” Award from the International Road Federation, recognising its contribution to road safety. This recognition laid the groundwork for expanding the initiative and placing greater emphasis on measurable behavior change, helmet compliance, and sustained community participation.
Nile Breweries has also supported previous road safety interventions, including the Ondaba Road Safety Campaign in 2022, which trained boda boda riders in first aid and safer riding practices.
Through ‘Linnya Step with Safety’, Nile Breweries, Sanyuka TV, and Beat FM are calling on government institutions, boda boda associations, private sector organisations, passengers, and the wider public to support efforts to reduce preventable deaths and injuries on Uganda’s roads.
“Safer roads require each of us to take responsibility for our choices,” Mncwabe added. “No journey or destination is worth risking your life or the lives of others.”