Road Safety campaigns have tried to help but are often forgotten in that are often forgotten in that critical moment when a motorist decides to make an unsafe decision. Furthermore, safety messages are also ignored because they talk down to motorists or use scare tactics. However, we’re safer drivers when our loved ones are in the car with us. So all we had to do was make sure that all motorists took a loved one with them wherever they went.

By South African law, every car windscreen has to display a licence disc sticker. The front shows the car registration and the back is used as advertising space. By turning this mandatory ad space into a picture of a loved one, we created a customized safety message that made motorists want to be safer drivers every second they spent in the car. Free wifi allowed motorists to upload their own pics via mobile or email and create their own Licence To Live instantly. The promotion took place before the Easter Holiday, notorious for it’s high fatality rate.

During each day of the promotion, an average of 1 licence disc was printed every 5 minutes and Caltex stations reported an increase of 17% in visitations. As motorists uploaded pics via mobile and email, a database of customers was recorded and stored for future campaigns. 90% of motorists that left with a Licence to Live said they were more compelled to be more responsible drivers, making South African roads safer, one licence sticker at a time.