In South Africa’s poorly-lit townships,

It is estimated that 5 pedestrians are killed while walking home from bars and taverns every night because they’re not seen.

What if Edward Snell, one of South Africa’s leading liquor distributors, could also distribute a devise that promoted pedestrian safety? They took the drinks coaster,

a medium typically used for advertising their brands and turned it into a pedestrian

safety device.

Introducing: The Reflector Protector.

A drinks coaster on the front but a safety reflector on the back.

The front design of the coaster displayed a simple call to action:

Peel, stick and walk.

Bar staff became our promotional team, because every drink served came with a Reflector Protector.

So when it was time to walk home, patrons already had been given a pedestrian safety device in the moment when they needed it most.

Safety reflectors are proven to reduce risk of being hit by 85%. But research into our market revealed that people living these poorly lit areas don’t have access to safety reflectors especially in the critical moment when they decide to walk home from bars and taverns. So we designed a drinks coaster made from normal beermat board on the front, but made from reflective scotchlite film on the back. One Reflector Protector was served with every drink so all patrons had to do when they decided to go home, was peel, stick and walk.

Safety Reflectors are proven to reduce your risk of being hit by 85% By directly distributing safety reflectors to areas most at risk, and in the critical moment when patrons became most vulnerable, the Reflector Protector acted as a safety device to those most vulnerable. Instead of being seen from 15 meters away, a Reflector Protector allows motorists to see you from you 150 meters away. Increasing your visibility by 900% As a result, the Reflector Protector is helping Edward Snell create more meaningful relationships between Edward Snell and bar owners, allowing them to protect their patrons.