Boda boda riders and Binance officials come together during the Safe-Is campaign to promote road safety and responsible crypto use in Nairobi.
By Peace Muthoka
Nairobi, January 28, 2026 – Binance on Wednesday launched the Safe-Is campaign in Nairobi in partnership with boda boda riders, aiming to improve road safety while educating riders and passengers on safe use of digital assets, as the crypto firm prepares to roll out the initiative across the country.
The campaign brings together Binance and organised boda boda groups to address everyday risks faced on Kenyan roads and in the fast-growing crypto space. It focuses on practical safety measures, including the distribution of helmets and reflectors, alongside training on protecting digital funds.
Speaking during the launch, Binance Africa Regional Operations Lead Saruni Maina said the idea behind Safe-Ease grew from shared realities between crypto users and boda boda riders.
“Just like the crypto space, taking a boda boda is filled with opportunities but also many risks,” Maina said. “Whether you are a rider or a passenger, there are real challenges on the road. In the same way, crypto offers opportunity, but it also comes with risks.”
Because of those similarities, Maina said Binance chose to move beyond online platforms and engage directly with communities.
“We care about our users and potential customers,” he said. “That is why we are working with the boda boda community to provide safety by giving out helmets and reflectors, while also educating people on how to be safe in their crypto journey.”
As Kenya inches closer to fully operational crypto regulations, Maina noted that education remains critical, even as the industry waits for licensing frameworks to be finalised.
“The regulations have been passed and we are waiting for the final steps so that licensing can come out,” he said. “But as we wait, we must start with education. The most important part of crypto education is safety, the safety of your funds.”
He added that the same thinking applies on the road, where simple protective gear can save lives and livelihoods.
Although the launch took place in Nairobi, Binance said the capital is only the starting point.
“This is the first one, but we are definitely targeting the whole country,” Maina said. “We have partnered with a local association here today, and we will replicate this across all counties.”
For boda boda riders, the campaign comes at a time when road accidents continue to disrupt families and communities.
Calvince Okumu, President of the Digital Boda Drivers and Deliveries Association of Kenya, said riders face persistent dangers linked to speeding, poor gear and weak enforcement of safety rules.
“We suffer a lot on the road due to overspeeding and lack of proper gear,” Okumu said. “People are being lost, and families are pushed into situations they never expected.”
He described the Safe-Ease campaign as timely and necessary, saying it sends a strong message that rider safety matters.
“Today’s launch shows that Binance cares not only digitally, but also about physical safety,” Okumu said. “This campaign reminds riders to wear helmets and to protect their passengers.”
At the same time, Okumu urged other companies to follow Binance’s lead and invest in the sector.
“This is an initiative we welcome, and we invite any corporate willing to invest in this industry,” he said. “Boda boda riders need proper safety gear as they go about their normal business.”
Beyond the campaign launch, Okumu said the association has already put systems in place to promote discipline and accountability among its members.
“We train our members regularly on safety,” he said. “If someone violates our procedures, they are suspended and taken back to training classes.”
To strengthen enforcement, the association has also opened channels for public participation.
“We have teams on the ground to ensure every member conforms,” Okumu said. “If you see a rider breaking traffic rules, you are encouraged to report.”
Through an online portal known as Digital Boda Verify, members of the public can flag unsafe behaviour.
“When a report comes in, we follow up with the complainant and the rider,” Okumu explained. “We sit with the rider and give remedial lessons so that we are all safe.”
That approach, he said, is already delivering results. “For the last year, we have not lost any life within our association,” Okumu said. “That reflects what we stand for.” Like Binance, the association plans to take the safety message beyond urban centres.
“We are reaching all corners of Kenya,” Okumu said. “Safety should not be limited to cities. It must also reach rural areas.”
As riders received helmets and reflectors, the launch underscored a growing shift in how corporates and communities can work together. By linking road safety with digital education, the Safe-Ease campaign highlights a simple truth: progress, whether on the road or online, must go hand in hand with protection.
With plans to expand nationwide, the initiative now places its hope on safer roads, better awareness and fewer lives lost along the way.
