As a petroleum company, one of the pillars of Engen’s social responsibility strategy is looking out for the safety and security of South African motorists. This is particularly important over a period like Easter, when road fatalities are traditionally high due to speeding and drunken driving.

The communication goal was to bolster Engen’s participation in road safety campaigns over the holiday period and in doing so create a strong awareness of its committed drive to curb road accidents. Strategic billboard sights along major highways and holiday routes around South Africa were targeted. Road accidents have become all too frequent and commonplace in South Africa. The need for a public plea to drive safely was clear. However media identified the fact that South African motorists have become somewhat desensitized to graphic, bloody imagery and shocking statistics (viewed from the armchair of their living rooms.) So to make the message more relevant, they suggested an interactive approach that targeted drivers while on the road – this would help to penetrate the heads and hearts of a jaded, indifferent public. Two simple words placed upside down captures the imagination of drivers and helps them see - quickly and powerfully - the importance of keeping your mind and faculties focused on the road at all times. Because the driver is required to work out the message, its effect is so much more personal and impactful as opposed to the standard, aloof ‘drive safely’ lecture.

Road accidents have become all too frequent and commonplace in South Africa. The need for a public plea to drive safely was clear. However media identified the fact that South African motorists have become somewhat desensitized to graphic, bloody imagery and shocking statistics (viewed from the armchair of their living rooms.) So to make the message more relevant, they suggested an interactive approach that targeted drivers while on the road – this would help to penetrate the heads and hearts of a jaded, indifferent public.