Country Roads

  • Challenge

    Regional drivers make up almost 70% of deaths on country roads, yet only 30% of SA’s drivers. Many country people know someone who has died personally, but despite this, they are adamant that ‘city folk’ make up the majority of deaths on country roads because they don’t know how to drive on them.

  • Strategy

    Challenge their misconception with irrefutable facts.

  • Creative Expression

    Highly emotive vignettes of relatable country characters imploring the viewers to be aware of the ‘fatal five‘ behaviours and ultimately, to stop dying out here.

  • Results

    Campaign is still in market, but anecdotal results are that country drivers are consciously being more careful on roads.