The Road Accident Fund launches festive campaign #MyRoadYourRoad


In a unique take on Road Safety promotion, the Road Accident Fund (RAF) has launched a festive season campaign which will seek to ensure that life’s many stories are carried on South Africa’s roads so they can be shared with loved ones when people reach their destinations.
Whether it’s a recent promotion, the excitement of an impending wedding, managing to write exams in the midst of campus turmoil, disappointment at not getting a bonus again this year, or the anxiety of a possible retrenchment, everyone will have a story to tell when families and friends reunite.

RAF CEO, Eugene Watson, says not everyone will be travelling far this holiday season. “For some, it may only be a kilometre or two, while for others it will be hundreds of miles away. It’s not about distance but safety – yours, your family, friends and, above all, everyone who shares the road with you. The common thread is that everyone’s life matters, particularly at this time of year when we have stories to tell. Family news, exam results, job woes – our roads carry many stories, let’s make sure they end well.”

The messaging breathes new life into the RAF’s existing ‘MyRoadYourRoad’ road safety campaign, which talks to the roads belonging to South Africans. It appeals to our sense of community and encourages empathy and respect by acting responsibly when travelling over the holiday season.

The RAF’s approach to fulfilling its mandate is three-pronged. Firstly, it promotes awareness on a regular basis through various marketing and public relations campaigns. Secondly, it facilitates proactive programmes such as educating drivers and motorcyclists about defensive driving skills. Lastly, covering, compensating, and rehabilitating accident victims and their families in the unfortunate event of major injuries or death after a car crash.

RAF chief marketing Officer, Phumi Dhlomo, says, “We have taken the #MyRoadYourRoad concept up a notch this festive season by appealing to people’s emotions or tugging at their heartstrings during this time of togetherness. All we ask is that people please keep their senses and get home or wherever they’re travelling to in one piece so they can recap all the highs and lows of 2016, before entering the New Year.”

Radio adverts have been produced in all 11 official languages to ensure the widest possible reach, while a #MyRoadYourRoad video will be re-purposed so that the campaign can also have a presence among commuters through Taxi TV. The video will be uploaded to YouTube and shared on social media where the public will be encouraged to share their stories.

With traffic volumes increasing throughout the country, the RAF has made road safety awareness a priority through various activations over the holidays which will encourage road users to also think of others when making use of South Africa’s road network. Greater Road Safety awareness and other opportunities to educate people about the RAF products and services will be created throughout the festive period during activations in shopping malls, taxi ranks, forecourts, and at roadblocks.

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