With the objective of promoting road safety awareness amongst pedestrians,With the objective of promoting road safety awareness amongst pedestrians,the Automobile Association (AA) commissioned ProActive™ to implement anationwide campaign.

The focus of the campaign is pedestrians, who, according to statistics, compriseThe focus of the campaign is pedestrians, who, according to statistics, comprisearound 40% of all road fatalities annually in South Africa. The campaign strategy isto educate pedestrians about the importance of adhering to road safety guidelines,making themselves more visible while walking, and the benefits of paying attention totheir surroundings.

The activations campaign, which began at the end of June, is being rolled out acrossThe activations campaign, which began at the end of June, is being rolled out acrosseight provinces. The campaign’s timeframe has been carefully selected ahead of thefestive season when road deaths escalate, to ensure that safety remains top of mind.

ProActive’s™ AA Pedestrian Visibility Activations are taking place at all major taxiProActive’s™ AA Pedestrian Visibility Activations are taking place at all major taxiranks, thus ensuring the target audience has the opportunity to engage with thebrand ambassadors in an environment which is both relevant and offers high dwelltimes.

As part of the activations, commuters are being given high-visibility reflective sashesAs part of the activations, commuters are being given high-visibility reflective sashes(in adult and child sizes) to ensure they are more visible to motorists. Part of theeducation drive is providing tips on how to wear them. Feedback from thecommuters so far has been extremely positive with most of them noting that thesashes are useful to them as they leave home before sunrise, and return after dark.

For more information on how ProActive™ can activate your brand contact PeterFor more information on how ProActive™ can activate your brand contact Peter KohlÖffel on 0861 776 826 or This email address is being protected from spambots. You need JavaScript enabled to view it. or go towww.provantage.co.za/ProActive or follow @ProvantageSA