Determined to change perceptions
Dube has made it her mission to work with various stakeholders to transform the taxi industry
WHILE most believe the taxi industry is dangerous for commuters and fraught with endless violence, a local woman wants to change the stigma and is spearheading a national safety campaign.
Lindiwe Pride Dube (41) of North Cast Group, the founder of the South African Taxi Awards initiative, recently introduced the road safety campaign with the purpose of changing people’s perceptions.
Born into a family of a taxi owner and her mother being a driver, Dube has made it her mission to work with various stakeholders to transform the industry.
‘My grandfather was one of the first taxi owners in this region and it saddens me how most people think about this business. I want to bring about change and make it professional. These awards and safety campaign are the first steps in ensuring South Africans regain confidence in taxis and operators who are viewed as uneducated hooligans,’ Dube said.
Since the establishment of the awards, Dube has travelled all over the country spreading the message to the masses.
The journey started in eSikhaleni last year where drivers, marshals and owners were honoured for their dedication.
Working together with the South African National Taxi Council (Santaco), Dube aims to identify hardworking drivers and educating them about road safety.
On Sunday the Ubunye Region Association awards function will be held at the Umfolozi Casino Resort.
These awards will include 16 taxi associations.
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