Mombasa County has launched its third mass media road safety campaign amid growing concern over rising speeding cases and persistent road fatalities that continue to claim dozens of lives every year.

The campaign, dubbed “You Control the Speed. Speed Controls the Outcome,” comes as recent observational data shows that between 20 and 27 percent of drivers in Mombasa exceed designated speed limits, with median vehicle speeds increasing from 39 km/h to 44 km/h. The trend is particularly common among SUVs, pickups, light trucks, sedans, motorcycles and matatus, with violations peaking during weekends.

According to the latest road safety findings, Mombasa records an estimated 80 to 90 road deaths annually, with pedestrians accounting for more than 55 percent of all fatalities. The Mombasa Road Safety Risk Factors Report further reveals that vulnerable road users—including pedestrians, cyclists, motorcyclists and three-wheeler operators—accounted for a staggering 92 percent of reported road traffic deaths in 2024.

County officials say speeding remains one of the leading causes of crashes, contributing to nearly half of all road deaths recorded in Mombasa. The situation is expected to worsen during the ongoing tourism and conference season, a period historically associated with increased traffic volumes and a spike in road accidents.

Speaking during the launch, Chief Officer for Transport and Infrastructure Ali A. Shariff said the county is intensifying efforts to reduce speeding through a combination of public awareness campaigns, enhanced enforcement and safer road designs. He noted that many motorists continue to underestimate the dangers associated with excessive speed, particularly the increased stopping distance required to avoid collisions.

The four-week campaign, supported by Vital Strategies under the Bloomberg Philanthropies Initiative for Global Road Safety, will utilize television, radio, billboards, digital platforms and public transport branding to educate motorists on the deadly consequences of speeding and encourage safer driving behavior across Mombasa.