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.
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The Western Cape provincial government has hailed its hard-hitting First Kiss road safety advertising campaign as a “massive hit” after a study showed that overall seat belt compliance had increased by 27,5% and compliance by rear-seat passengers rose by 161%. Results of the study, released earlier this month by Western Cape MEC of Transport and Public Works, Donald Grant, also showed that road fatalities had dropped by 30% versus the same period in 2014 and 2015. First Kiss was launched in March this year as part of a province-wide road safety initiative. The core of the campaign is a graphic and hard-hitting TV commercial showing the consequences of not buckling up. The commercial – released on TV, cinema and online – was widely praised for its exceptional quality and won two advertising industry awards within weeks of release. “International best practice and in-depth research into local audience perceptions drove the development and production of the ad, with an impact assessment component built into the project,” the Western Cape government said in a media statement. “The assessment of the campaign's impact has proven that the scientific, evidence-driven methodologies employed to create First Kiss really work, especially when they are fused with the creative vision of our team at [ad agency] Y&R and [film production company] Egg Films.” To assess the campaign, four seat belt compliance surveys were conducted at four major intersections in the City of Cape Town prior to launch of the ad. These surveys were 'snap counts' conducted by actual observation of driver and passenger behaviour, not from self-reported behaviour. Six weeks into the campaign, these four surveys were repeated at the same intersections.
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