JOY Thomas-Griffiths, 55, of a St Mary address, became the 31st road fatality since the start of 2015.

According to reports, Thomas-Griffiths was a backseat passenger in a public-passenger vehicle travelling along Coloraine main road, last night. The taxi was hit head-on by a speeding motorist travelling in the opposite direction.

Thomas-Griffiths, who was not wearing her seatbelt, suffered head injuries. She was pronounced dead at hospital.

Kenute Hare, director of the Road Safety Unit (RSU) in the Ministry of Transport, Works and Housing, believes Thomas-Griffiths’s death, like many others on the island’s roadways, could have been avoided.

“We are responsible for our own safety. This could have been avoided. We continue to see speed as a contributing factor in several road deaths. Coupled with that, the passenger was not wearing her seatbelt. These are wrong choices,” Hare told the Auto.

“Drivers should ensure that their passengers buckle up. The seatbelt gives passengers a fighting chance.”

The RSU director said pedestrians, pedal cyclists and motorcycle riders account for the lion’s share of fatalities.

“We will continue to work with the Jamaica Constabulary Force and all other stakeholders in an effort to check these fatalities,” he said.

The current death toll is two more than the figures for 2014 and 2013 for the similar period.

“We hope to have fewer than 60 deaths in this quarter. It’s going to be challenging but we are equal to the task,” said Hare.

The RSU falls under the National Road Safety Council (NRSC). Established in 1993 and chaired by the Prime Minister, the NRSC is a non-profit organisation with a mandate to develop and implement road safety promotional activities and conduct public education programmes.

Since 2013, its mandate is to keep road fatalities below 240.