With the objective of promoting road safety awareness amongst pedestrians, the Automobile Association (AA) commissioned ProActive™ to implement a nationwide campaign.
The focus of the campaign is pedestrians, who, according to statistics, comprise around 40% of all road fatalities annually in South Africa. The campaign strategy is to educate pedestrians about the importance of adhering to road safety guidelines, making themselves more visible while walking, and the benefits of paying attention to their surroundings.
The activations campaign, which began at the end of June, is being rolled out across eight provinces. The campaign’s timeframe has been carefully selected ahead of the festive season when road deaths escalate, to ensure that safety remains top of mind.
ProActive’s™ AA Pedestrian Visibility Activations are taking place at all major taxi ranks, thus ensuring the target audience has the opportunity to engage with the brand ambassadors in an environment which is both relevant and offers high dwell times.
As part of the activations, commuters are being given high-visibility reflective sashes (in adult and child sizes) to ensure they are more visible to motorists. Part of the education drive is providing tips on how to wear them. Feedback from the commuters so far has been extremely positive with most of them noting that the sashes are useful to them as they leave home before sunrise, and return after dark.