‘Shelly’ powers safety campaign
THE National Road Safety Council (NRSC) is using the star power of two-time Olympic gold medallist Shelly-Ann Fraser-Pryce to get their message across in their latest campaign.
The advert sees the 26-year-old sprint queen disguised as a school warden and assisting some children across a pedestrian crossing. On reaching the other side, she reveals herself then quizzes them on road safety.
“We used Shelly-Ann Fraser-Pryce as she is easily recognisable because of her outstanding accomplishments,” said Paula Fletcher, NRSC executive director. “So it would be easy for her to get the message across.”
In 2008, Fraser-Pryce won the 100-metre gold at the Olympics in Beijing, China. Four years later, she successfully defended her title in London.
In May of this year, she claimed the 100-metre title at the Diamond League meet in Shanghai. A week before, she won the 200m in the season-opener in Doha, Qatar.
Fletcher said that the public service announcement — which began airing “a couple of weeks ago” — was done in time to run ahead of last Sunday’s Dover Raceway’s meet in St Ann.
The executive director said there was another advert involving Fraser-Pryce which would be aired within the coming weeks.
“In that one, she is promoting the use of safety devices, such as seatbelts … front and back as well as the use of helmets for both riders and pillion motorcyclists.”
Fletcher was quick to point out this was not the first time the council sought the services of a Jamaican athlete.
“In the past, we have used [former Olympic 400-metre champion] Melaine Walker and the Reggae Boyz. We even got permission from the world’s fastest man Usain Bolt to use a tagline with his photo,” she said.
Established in 1993 and chaired by Prime Minister Portia Simpson Miller, the NRSC is a non-profit organisation with a mandate to develop and implement road safety promotional activities and conduct public education programmes.
The council launched its ‘Below 300’ campaign in 2008 aimed at reducing road fatalities below that figure. This was achieved in 2012 when 260 fatalities were recorded.
