Problem
191 children died on South African’s Western Cape roads last year. The sad reality is that many are being knocked over by drivers from their own community. The Western Cape Government needed a quick, targeted solution in the most affected areas.
Solution
We photographed children from the affected areas to appear in hundreds of tactically placed street pole posters. They were place in the very neighbourhoods the children were from, specifically targeting drivers in that community with the call to action “See Our Children” – making them slow down and pay more attention.
CREDITS
Agency: Y&R SAAgency Art Director: Wade Barnes, Gareth Owen, Gareth Cohen
Agency Producer: Ashleigh Hamilton
Chief Creative Officer: Graham Lang
Creative Director: Nkanyezi Masango
Photographer: Bryan Traylor
Writer: Caitlin Cloete
