Western Cape Provincial Government books 'booze-free roads' campaign on Oasis Digital Networks platform We are delighted to welcome the first booking from the Provincial Government on our DOOH forecourts in the Western Cape. This booking was negotiated through The Media Shop in Cape Town,who has been appointed as their official media planning and buying agency through their creative agency, FCB. The Safely Home Calendar is the Western Cape Department of Transport & Public Works’ road safety campaign platform. The calendar is aimed at bringing about population-level behaviour change on the roads through an evidence-driven approach to marketing which is underpinned by international best practice and a spirit of open-ness, honesty and tackling serious issues head-on without fear or favour. The Calendar has ten themes, developed from the 2010 Johanputra & Vanderschuuren (UCT Centre for Transport Studies) study of road safety conditions in the Western Cape. The Calendar has been modified over time based on evidence from our key data sources, these including the Forensic Pathology Services (morgue data) and the Safely Home Survey (annual survey of public opinion and attitudes – https://safelyhome.westerncape.gov.za/attitudinal-survey).
Digital and social media has always been a part of the Safely Home Calendar strategy, so we are really keen to link into this and extend it on our digital screens right there at petrol stations.
A key strategic aim of the Department’s Transport Management Branch, under the leadership of Deputy Director-General, Adv Kyle Reinecke, has been to incrementally fund quality marketing content for the Safely Home Calendar, specifically TV commercials. The breakthrough occurred in March 2016, when the First Kiss TV commercial was launched, leading to dramatic increases in seatbelt use and record low monthly driver and passenger fatalities.
These sites offer real relevance to the clients desire to change road user behaviour. With our sites operating 24/7 and reaching into suburbs all over the Western Cape, we are able to re-enforce the message over a wide geographical area. Not only is our media platform able to connect directly with consumers “in driving mode”, but many sites like Newlands and Somerset Rd are also in very close proximity to bars and clubs and thus are ideally located and suited to this campaign. <<Back
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