Safely Home Child Pedestrian Campaign Wins Loerie Award

A poster designed for the Western Cape Department of Transport and Public Works by Y&R SA won a bronze award at the 37th Loeries Creative Week held in Durban in August 2015.

The winning “See Our Children” street pole poster was developed to support the Department’s Safely Home campaign to reduce road deaths in the province.

The Loeries awards recognise creative excellence in the advertising and brand communication industries across Africa and the Middle East.

Y&R SA had its best year ever, winning five gold awards and a number of others.

In the current climate of government austerity measures and limited budgets, this Loeries award is further testament to the excellent work that Safely Home is doing with partners such as the Road Traffic Management Corporation.

A notable feature of this Safely Home child pedestrian safety campaign is that it addressed its audience in an area-specific way. The street pole posters used photographs of children living in targeted areas, e.g. Delft and Gugulethu, and they were published in the most widely spoken local language.

This clearly reinforced the message that anybody’s child can be a victim of a road accident.

The Western Cape Government and its brand management agency are proud to have received a Loerie award. This proves that public service advertising can stand with the best that the industry has to offer.