Bakwena, the concessionaire for the N1and N4 toll roads, has won an international road safety award for its marketing campaign in conjunction with Wheel Well, a non-profit organisation that aims to reduce child fatalities caused by car accidents.
The UK-based Prince Michael International Road Safety Awards are presented to companies or organisations around the world in recognition of their contribution to improving road safety. The also recognise marketing achievement and innovation in the field.
Peggie Mars, founder of Wheel Well, and Charmaine van Wyk, Public Relations Manager for Bakwena Platinum Corridor Concessionaire, received the award at a ceremony held at The Savoy, one of London’s most prestigious hotels, on 13 December.
The ‘Car Seats for Kids’ campaign encourages parents to donate their used car seats to Wheel Well, which then restores them and verifies that they still meet safety standards. Thereafter, they are provided to less fortunate families for a nominal donation.
Wheel Well is the only non-profit organisation to focus exclusively on road safety for children in South Africa. Its objective is to raise awareness, educate and affect changes, and promote the enforcement of legislation pertaining to the safety of children in and around vehicles.
“This award will do wonders for the efforts of Wheel Well to raise awareness for child road safety,” says Mars.
“The judges assessed the programme to be a significant contributor to child safety and one which could be replicated elsewhere. The award is a rare privilege for a South African road safety initiative,” adds Van Wyk, who explains that Bakwena’s support for the campaign arose from concern over the high rate of infant deaths from road accidents.
According to the most recent Medical Research Council study, released in 2013, road accidents cause around one-third of non-natural, or injury-related deaths, among under-fives in South Africa.