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MEXICO PROFILE

POPULATION (2010):112.3 million

INCOME GROUP (2010):Middle

ROAD TRAFFIC DEATHS PER100 000 PEOPLE (2009):20.7

NUMBER OF REGISTEREDVEHICLES (2009):30.9 million

ROAD SAFETY I N T E N C O U N T R I E S

HEADED IN THE RIGHT DIRECTION

Sustained engagement with policy-making processes by the RS10 teamin Mexico has led to the success ul

passage o new or amended roadsa ety laws in Len and Jalisco. Theselaws have included lowering blood

alcohol content limits, increasing pen-alties or drinkdriving and not usingseat-belts or child restraints.

PROTECTING DRIVERS, PASSENGERS AND PEDESTRIANS IN MEXICO

More than 30 million vehicles can beound on Mexicos roadways and each

year tens o thousands o lives are lostas people choose not to wear seat-beltsor as drivers get behind the wheel a ter

drinking alcohol. Most o those killedin road crashes are between the ageso 15 and 29 years and road deaths are

the single leading cause o death or 10to 29 year olds.

Two-thirds o Mexicos vehicles are pas-senger vehicles, so it comes as no sur-

prise that the majority o those killed 68% are occupants o our-wheeledvehicles or trucks but pedestrians

also account or 21% o all atalitiesnationwide.

The RS10 project in Mexico locallyknown as IMESEVI6 aims to reduce

road tra fc atalities and serious injuriesby addressing the issues o drinkdriv-ing and restraint system wearing.

THE ROAD AHEAD

In 2012 and 2013, RS10 will work inMexico to reduce road tra ic inju-ries and atalities by increasing the

en orcement o existing laws andadvocating or stronger legislationon both drinkdriving and restraint

system usage. The project has beenextended rom two to six cities inthe country.

RS10 IN SIX CITIES:

In Mexico, RS10 is ocusing its 2012 and2013 e orts on making a di erence in:Aguascalientes

Guadalajara

LenMerida

Toluca

Tuxtla Gutierrez

These six cities cover a populationo around 6.7 million people.

MEXICO

IMESEVI6S GOALS

With a ocus on metropolitan areas,RS10 in Mexico IMESEVI6 aimsto reduce road tra fc atalities andserious injuries in six cities. It will applymultisectoral and integrated approachesto address drinkdriving and increase therate o seat-belt and child restraint use.

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THE APPROACH

Gather baseline data on drinkdriving and seat-beltwearing practices in the our new project sites.

Strengthen the capacity o partners to develop andimplement mass-media social marketing campaigns.

Increase the knowledge and skills o tra fc police orstrategic, intelligence-driven en orcement and supportlong-term, random and enhanced en orcement.

Establishing a Citizens Observatory withnongovernmental organization assistance.

Monitor and evaluate the impact o interventions.

REDUCE DRINKDRIVING THROUGH:

advocating or an increased number o alcohol checkpoints; building capacity o tra fc police to undertake

strategic en orcement o existing laws; developing and running a social marketing

campaign on drinkdriving;

strengthening the Police Directors Network andincrease skill-sharing among peers; and

purchasing and deploying additionalbreathalyzers to new cities.

SEAT-BELT AND CHILD RESTRAINT USAGEWILL BE INCREASED THROUGH:

advocating or the implementation and en orcemento the seat-belt and child restraint law;

building capacity o tra fc police and provide aguidelines on e ective seat-belt en orcement;

purchasing and delivering child restraints to support

awareness-raising and their correct use; adapting and expanding the For

love, buckle campaign; and training journalists to report on issues

that promote behaviour change .

ROAD SAFETY I N T E N C O U N T R I E SMEXICO

CONTACTS:

WHO/PAHO COUNTRY OFFICE: Roy RojasEmail: rojasroy@paho.org

NATIONAL PARTNERS:

Federal Ministry o Health National Council or Injury Prevention State Councils or Injury Prevention State Ministries o Health,

Public Security and Transit National Institute or Public Health

Center or Sustainable Transport,Mexico Victimas de Violencia Vial and Reyes del Volante

Jvenes Salvaguarda and Jvenes AC State and Municipal Youth Institutes

State delegations o the Mexican Red Cross

SELF-REPORTED* ATTITUDE CHANGES IN YOUTH AFTEREXPERIENCING RS10 ACTIVITIES, NOVEMBER 2011

Attitude change regarding dangersof drinkdriving

Guadalajara-Zapopan Len

Number % Number %

Attitude change a ter talk/lecture 222/390 56.9 344/607 56.7

Attitude change a ter crash simulator 48/87 55.2 46/85 54.1

Attitude change a ter alcohol goggle use 69/152 45.4 54/119 45.4

Source: Fundacin Entornos, A.C. and Johns Hopkins International Injury Research Unit; unpublished data*Sel -administered survey o a random sampling o 5114 youth.

The RS10 project is supported with a grant rom Bloomberg Philanthropies.