Search for safe driver with Caltex Road Star

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by Panchamee HEWAVISSENTI

Would you believe that 5-6 fatalities occur daily in the country due to road accidents? Statistics reveal that approximately 150 accidents occur daily and over 18,000 people have become disabled annually due to accidents and 500,000 are admitted to hospitals. Over 2,200 deaths occur annually owing to reckless driving. Poor discipline on the road, over loading, fatigue driving, drunkenness and speeding are identified as factors which cause road traffic accidents, which also cost the government over Rs. 100 million during past 10 years. Driving has become a fatal factor due to lack of observance of road rules. When considering the number of deaths and disabilities and other detriments caused by road accidents, prevention of road accidents should be given due consideration and remedial action taken, because it can be as detrimental and fatal as war.

After careful consideration of the detriments and deaths caused by road accidents, Chevron Lubricants Lanka PLC came up with a novel yet effective concept on safety on road with the campaign named Caltex Road Star which focuses on promoting safe driving habits among motorists.

In an interview with the Sunday Observer the Country Chairman, Managing Director/CEO of Chevron Lubricants Lanka PLC and Chevron Ceylon Ltd, Kishu Gomez highlighted the importance of positive reinforcement, and `Recognition and Rewards' which increase the chance that people will continue to choose the positive behaviour.

The positive reinforcement concept used in Caltex Road Star spearheads in shaping the behaviour of drivers to find a solution to the most pressing national issue.

Excerpts from the interview:

Q: What is this `positive reinforcement' and `recognition and rewards' concept?

A: Before we go further into positive reinforcement, I would like to mention what has been happening in the country with regard to safe driving methods, that is when a rule is violated, penalties are imposed on the person who was found guilty. We try to promote safe driving practices not by imposing punishments but by rewarding those who adhere to road rules. We cannot deny the method of imposing punishment when a rule is breached because it is the law of the country. What we try to do here is to use a positive way of reducing road accidents.

You respond to the law because you fear the unpleasant consequences you have to face when you breach the law. Law is not respected from within the heart. It is a forced act. Though there is a way of punishing those who breach rules, there's no way of rewarding good drivers. That's where the Caltex Road Star comes in. When a good driver is rewarded, he is further motivated to repeat the act. And he also knows that he will be rewarded and looked up as a role model. The expectations of positive reinforcement is nurturing positive behaviour.

Sri Lanka is a country where the Star concept is widely popular. So everyone needs to be a Star. Caltex paved the way for drivers to become stars. And everyone else will be emulating these 'Star' drivers. That way we expect to shape their behaviour, keeping the law on par with this concept.

Q: Have you launched the Caltex Road Star program islandwide?

A: This is the first time this type of concept was implemented in Sri Lanka. So, at the first step we do not plan to launch programs to cover the entire country or all the drivers. We have, at the grassroots level, launched Caltex Road Star programs in areas such as Colombo, Kalutara, Gampaha, Avissawella, Kurunegala, Galle, Matara, Anuradhapura, Kandy and Ratnapura, over a period of ten weeks.

Q: What is the procedure of choosing a Road Star?

A: During the promotion period, the Caltex Road Star team comprising judges, officials from the Sri Lanka Motor Traffic Police together with the media partners for this project will patrol a selected area in the Caltex Road Star vehicle and identify motorists who adhere to consistent use of indicators, wearing of seat belts, maintaining road discipline and observing traffic rules.

On the spot selection will be made and winners will be awarded on the spot, certificates and gifts. Apart from that, the Sri Lanka Motor Traffic Authorities will also conduct a number of other related educational programs for both schoolchildren and the public in these selected towns.

Q: What inspired the `Chevron' to embark on such a project which is a national requirement?

A: For Chevron, CSR (Corporate Social Responsibility) has long been part of the organisation's values and the way it operates. As a socially responsible organisation, Chevron is committed to contributing to social and economic development through its various projets in the country.

Another reason is that the Government is working towards minimising deaths and injuries related to road accidents by 50 percent by 2010. We are confident that by introducing such campaigns like `Caltex Road Star', we will be able to be a part of the vision.

Public awareness on road safety is vital and should be intensified. Educating pedestrians and drivers on good road habits is a national requirement in helping to minimise the number of road accidents that occur. Reviewing and enforcing appropriate legislation as relating to road safety, training of drivers on the Highway Code and defensive driving techniques are where the attention should be highly paid. Chevron has implemented similar programs in other countries like Guatemala, Nigeria, South Africa, Uganda and Dubai under the slogan of `Arrive Alive'. Chevron works hard to eliminate traffic related fatalities and injuries through this program.

`Arrive Alive' was introduced to find solutions through advocacy, enforcement, education and communication which would assist in addressing the root causes of road traffic accidents.

Chevron has embarked on a journey to save lives and money for the country. I invite all stakeholders to join hands with us to achieve the expected outcome in providing a satisfactory solution to a problem which has a national significance.

Q: What are the common causes of road accidents?

A: Problems relate to increase in traffic such as rapid increases of operational vehicles, heavy traffic volume, shifting from public transport to private vehicles. Poorly designed roads, frequent damages done to roads, erosion and poor maintenance are related to unfavourable road conditions.

Shortcomings in issuing of licences, indiscipline and inexperienced driving, driver fatigue, drunkenness too cause road accidents.' Carelessness of pedestrians, which is not a fault of the driver also causes many accidents.

The most common causes of road traffic accidents in the country include indiscipline on the road, overloading, fatigue and drunkenness and over speeding, 60 percent of accidents occurred due to drunkenness and speeding in the year 2007, 179 fatigue related incidents were reported of which 22 were fatal.Statistics show that the highest number of accidents are caused by motorcycles. 7,085 accidents, 21 percent of the total number of accidents in 2007 were due to motorcycles.

Q: What are the categories of vehicles when choosing a good driver in the road star campaign?

A: We do not confine to one or two categories of vehicles. It includes all, for example, when we launched `Road Star' campaign at Kalutara, at the first stage there were three winners, a double decker bus driver, a lady doctor who drove a car and a threewheeler driver. That shows the extent to which our campaign expands.

Q: How confident are you that the drivers who are rewarded at `Caltex Road Star' campaign would contribute to minimise road traffic accidents?

A: Based on our `positive reinforcement' and `recognition and reward' concept, we expect the drivers who abide by road rules to continue their good work; when we identify a good driver, he will be given a certificate and various gifts such as T-shirts, caps and a sticker. The `Caltex Road Star' sticker is posted only on vehicles whose driving was appreciated. So, the public would identify him as a `safe driver'. And he will be motivated by that positive reinforcement and chances are less to commit a mistake on the roads. We also expect that he would not only commit mistakes, and also prevent others making mistakes.

Q: What assistance do you get from the `Traffic Police Unit' in accomplishing this task successfully?

A: Despite the lack of personnel in the Traffic Police Unit, they render a satisfactory service in the search of good drivers. The team, I would say is highly committed. I should thank DIG Lucky Peiris for providing the human resources for this campaign. I am pleased with what we have been able to achieve so far.

Q: How long are you going to continue this campaign?

A: Well, first we have to analyse the reports. Actually I am proud to say that drivers have achieved significant improvement in their driving.

The final campaign is to be held on July 29 in Colombo. After that within 2 weeks we plan to select the best driver. We may start the second session immediately or perhaps after a year, after assessing the success of the campaign.

Q: What prizes are allocated to the winners?

A: Our target is to reward 30 good drivers per town. Each winner receives a Caltex Road Star Merchandise gift pack, Caltex Road Star certificate signed by the IGP and myself, a service discount voucher and a `Caltex Road Star' sticker.

From each town 30 winners will be selected and they will receive a Rs. 1,000,000 insurance policy and a Rs. 5,000 hotel voucher; the 1st runner-up will receive a Rs. 500,000 insurance policy and a Rs. 3,000 hotel voucher; the 2nd runner-up will receive a Rs. 250,000 insurance policy and a Rs. 2,000 hotel voucher.

From the ten winners who are awarded the Rs. 1,000,000 insurance policy and the Rs. 5,000 hotel voucher, a grand winner will be selected and awarded with a Rs. 100,000 cash prize at the end of the program.