The Western Cape Department of Transport and Public Works launched a road safety campaign called “First Kiss” in March last year. The video shows young adults enjoying what seems to be a romantic drive, when disaster strikes and they all pay the price for one of them not wearing their seatbelt.
The graphic video highlighted the importance of wearing a seatbelt and to get both motorist and passengers into the habit of buckling up.
It had quite a positive response from people:
— Sandu♥ (@sandundu) March 30, 2016
One of SA’s most famous campaigns “Who’s driving you home tonight?” released in 2010, was targeted at drunk drivers. In the ad we see prison inmates who are eagerly looking for the perfect partner and they think it could be you (the drunken driver). This ad was such a success that a sequel was made along the same concept as the first one, the only difference is that the inmates are now waiting for you in the back of the van.
The shock factor that has been used in road safety campaigns has been questioned by some saying it is too much while others say it’s exactly what is needed to get through to motorists who travel far on long weekends such as Easter and other holidays.
Arrive Alive did a campaign on “Don’t text and drive”so that people know how dangerous it is. For some time the focus has been on drinking and driving. Studies have shown that texting and driving is more dangerous than drinking and driving.
“The truth is that people who text and drive are 23% more likely to be in an accident than other drivers. Yet most South Africans are not concerned enough about the implications of texting and driving. Currently South Africa experiences about 16 000 deaths a year on the roads.” ArriveAlive