The Pineapple or the Coffin? Jo’s Road Safety Awareness. Slow down and stay alive road safety campaign is inspired by a mining phrase denoting accountability for wrongdoing. Jo, having witnessed tragic fatalities during her long commutes, attributes many to hurried and late drivers. She believes that facing consequences, “taking the pineapple,” could have prevented these tragedies. The campaign emphasises that the risk of speeding far outweighs the consequences of getting in trouble. It’s a stark choice: take responsibility or face the grave consequences—your choice, pineapple or coffin. The message urges a reconsideration of priorities and a commitment to safer driving practices for the well-being of all road users.