Public service vehicle operators and other motorists have been urged to exercise caution as they ply various routes during the upcoming festive season.Speaking during the World Day of Remembrance for Road Traffic Victims in Kisii town, NTSA South Nyanza Regional Manager Aden Adow encouraged motorists to drive responsibly in order to avoid road fatalities.Adow noted that around 40 percent of the fatalities are usually vulnerable road users such as pedestrians, motorcycle riders, and pillion passengers.The Regional Manager emphasized the need for targeted action plans and mitigation measures among state and non-state actors to ensure they provide mental support for survivors and work towards reversing the trend.'Road safety is a shared responsibility from an NTSA perspective and we are sensitizing road users through education, enforcement, and engineering to ensure that we have an all-encompassing strategic intervention to promote the safety of road users,' he added.Nyanza Region Driving School Assoc iation Chairman, Elijah Ogembo urged the parents to caution their underage children from engaging in the boda boda business during this long holiday break.Additionally, Ogembo told the leaders of the boda boda sector to monitor the stages and ensure that school-going children refrain from the business.He also cautioned those who will be merry-making during the festive celebrations saying they should not drink and drive.On his part, Kenya Red Cross Kisii County Coordinator, Wycliffe Likhaya urged the road users to learn the basic principles of first aid as one of the prevention mechanisms for road fatalities.Likhaya said they provide psycho-social support to survivors of road accidents and encouraged them to call the toll-free number 1199 for support when needed.According to the 2023 Economic Survey report, at least 4,690 people lost their lives on Kenyan roads last year.The report revealed that 21,757 people were involved in road accidents, an increase of 5.5 percent from the 20,625 reported cases in 2021.Further, data from the World Health Organization fact sheet on road traffic injuries indicates that approximately 1.3 million people die each year as a result of road traffic crashes.Source: Kenya News Agency