FIRST KISS named #AdOfTheYear
Statement by Donald Grant, Minister of Transport and Public Works
Earlier this week, online media publication www.marklives.com named Safely Home’s “First Kiss” television commercial its #AdOfTheYear for 2016. This acknowledgement adds to a growing list of accolades for the campaign, which include the prestigious Craft Certificate Award for TV Crafts - Editing at this year’s Loerie Awards held in Durban.
The “First Kiss” television commercial was launched by Safely Home in March this year, in response to road death statistics and research showing that vehicle occupants (drivers and passengers) continue to constitute the majority of all road deaths in the Western Cape.
The campaign consisted of a series of radio advertisements, billboards, cinema ad bumpers at all major cinemas, and was live online on Facebook and Twitter for the duration of the campaign. The campaign was anchored by the “First Kiss” television commercial which first aired on SABC 1 (18 March 2016) during the screening of an episode of Generations: The Legacy. The TVC aired on all three SABC channels as well as ETV, Kyknet, and CTV, sparking the much-needed conversation around road safety, and particularly around the use of seatbelts in vehicles by all vehicle occupants.
The “First Kiss” commercial was adapted from the “Damage” advertisement produced by the Northern Ireland Department of the Environment. This advertisement was credited by the Irish Road Safety Authority with having brought about a 100% increase in backseat seatbelt wearing and 50% increase in front seat wearing rates in Ireland and Northern Ireland. We are continuing to monitor the effects of this campaign since it aired in March, through our attitudinal surveys, to see what effect it has had on vehicle occupants and their compliance with the wearing of seatbelts.
The television commercial can be viewed on https://safelyhome.westerncape.gov.za/
The online media publication describes “First Kiss” as, “A road-safety ad that brings home, in graphic detail, just why it’s important for everyone, including backseat passengers, to be strapped in with seatbelts. This is even more important now — given it is the festive season and youngsters are out celebrating. This ad is so excellently crafted, it has become an instant classic, and it’s difficult to look at without your breath being taken away. The ultra slow-motion technique used in this TV commercial is one of the standout features, as it brings home just how much force a human body may exert when flung around by the momentum created by an accident.”
My sincere thanks to the excellent team at Safely Home, our creative partners Y&R Cape Town, and all the other collaborators on the “First Kiss” television commercial. Their creativity and fine execution continues to produce powerful content that has become crucial to our efforts to save lives on our roads.
We will continue to be creative and innovative in our approach when conveying these and other important road safety messages. We hope this will result in changes in behaviours and attitudes towards road safety, ultimately saving thousands of lives lost senselessly on our roads.