Road Accident Fund: Don’t take a life before it has begun

Road Accident Fund, a state insurer, raised awareness of the threat dangerous drivers pose to South African schoolchildren by launching an emotional video campaign on Facebook.

Campaign details

Brand: Road Accident FundAdvertiser: Mark1Country: South Africa

Strategy

Objective

As the new school year begins, we aim to make 1 million or more drivers aware of the dangers they present on our roads through the mobile-first, national campaign; "Don't take a life before it has begun."

Target Audience

We created a custom audience on Facebook of every urban-dwelling male in South Africa between 18-40 years old as they are statistically most likely to cause an accident- either by speeding, texting while driving or driving under the influence. We also had a secondary audience...

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