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Integrated
Volkswagen: Night School
South Africa has one of the highest road accident rates in the world. The majority of the accidents happen at night, but we only learn to drive during the day. So we created “Night School,” the first night driving safety curriculum, developed with the South African Government and Volkswagen’s Advanced Driving Academy. We identified the risk factors that make navigating South African roads at night a challenge, covering conditions such as hijacking and driving through areas experiencing blackouts (load shedding), and created an online and on-track curriculum.
We used data-driven tactical messaging at specific times of the evening and in areas with high accident rates to prompt safer driving at night. Night School was launched just before the festive holidays, the deadliest period on the roads. As road safety impacts more than just those driving the People’s car, Volkswagen open-sourced the course so that anyone could learn and benefit from Night School, regardless of their mode of transport, resulting in 77% of sign-ups being non-VW drivers. We are now working with the government to change policy and update the National official training manual (K53) to include night driving elements, making the roads safer for all.
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