To draw attention to the national 16 Days of Activism campaign, FCB Cape Town has developed another hard-hitting ad for the Western Cape Government’s Safely Home initiative. 16 Days of Activism challenges violence and abuse against women and children. Often missed, aggressive driving is itself a form of abuse against those travelling with the driver.
The new ad aims to highlight the similarity of speeding and its consequences with that of domestic abuse. It challenges male drivers to reappraise their road habits and encourages them to man up and lower their speed on our roads.
Statistics show that male drivers are a high risk group, which is why women pay lower car insurance. In the last five years, of the 6 581 drivers who have been killed on Western Cape roads, 88.4% were males (1 204), and 11.4% were females (156). This represents 7.7 male drivers killed for every 1 female driver. The Western Cape Government’s Safely Home initiative aims to reduce road fatalities by making people think carefully about the consequences of their actions when behind the wheel, travelling in a car or walking as a pedestrian. The Safely Home initiative also addresses distracted driving, driving under the influence, seatbelt use, speeding and vulnerable road users.
Client: Western Cape Government: Safely Home
Client contact: Hector Eliott
Creative Agency: FCB Cape Town
Executive Creative Director: Mike Barnwell
Director: Hylton Tannebaum
Creative Team: Alistair Morgan & Dylan Davies
Production Company: Fuel Content
Producer: Nikki-Leigh Piper
Sound: Frequency Studios
Editor: Lawrence Jaeger
Agency contact: Nadja Srdic: Managing Partner