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Over the past three years, the Joe Walker Road Safety Campaign has emerged as one of Uganda’s most influential road safety advocacy movements, mobilising thousands of Ugandans and sparking vital conversations about road safety.
With a series of long-distance walks across the country, the campaign has engaged local communities, educated road users, and called for stricter enforcement of traffic laws.
These walks have taken the campaign through Kampala to Bushenyi, Mbale, Fort Portal, and most recently, the Kampala-Gulu Road Safety Walk, which ran from February 24 to March 7, 2025.
Uganda faces a dire road safety crisis, with over 4,000 lives lost annually in traffic accidents, according to the 2023 Uganda Police report.
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Reckless driving, inadequate road infrastructure, and limited public awareness are among the main contributors to these tragic fatalities. In response, the Joe Walker Road Safety Campaign has been taking an innovative approach to tackling these issues, engaging directly with communities to inspire change and advocate for safer roads.
Coca-Cola Beverages Uganda (CCBU) has been a steadfast partner in the Joe Walker Road Safety Campaign, providing essential support that has enabled the initiative to reach new heights.
CCBU’s alignment with the UN General Assembly’s target to reduce road traffic deaths by 50% by 2030 reflects the company’s long-term commitment to road safety. The company’s support began with the inaugural 350-kilometre Kampala-Bushenyi Walk in 2022, followed by the Kampala-Mbale Walk in 2023 and the Kampala-Fort Portal Walk in 2024.
These walks have helped create direct engagement with schools, bodaboda riders, traffic officers, drivers, and community leaders, increasing awareness and prompting changes in road safety practices.
The 2023 Joe Walker-Mbale report revealed a noticeable increase in public awareness, more stringent enforcement of traffic laws, and a crackdown on reckless driving.
Commitment to Road Safety
CCBU’s dedication to road safety goes beyond supporting the Joe Walker Road Safety Campaign. Road safety is a core pillar of the company’s operations, embedded in its culture.
According to Kirunda Magoola, Public Affairs, Communications, and Sustainability Director at CCBU, road safety is not just a campaign but a long-term commitment.
In 2022, CCBU launched the Zero is Possible campaign to educate both employees and the public on how to prevent road accidents and foster a culture of safety.
With a fleet of over 255 vehicles, CCBU has implemented various safety initiatives, such as a reward programme for responsible drivers, defensive driving training, and real-time monitoring using 3D cameras.
In October 2023, the company received a prestigious safety award at the Coca-Cola East African Franchise Awards for achieving 730 days without a single road fatality at its Rwenzori and Namanve plants. CCBU’s partnership with logistics teams and distribution partners further ensures strict adherence to road safety standards.
The collaboration between Joe Walker and CCBU serves as a powerful reminder of the importance of sustained advocacy and corporate responsibility. Through their continued efforts, safer roads in Uganda are becoming a tangible reality.