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COMMERCIALS NEWS
Pledging to shift road behaviour
Mon, 14 Nov 2011 12:18
Conceived by Ogilvy Johannesburg, I-Pledge, the new IMPERIAL campaign, aims to affect a behavioral shift in the hearts and minds of the people using South Africas roads every day by encouraging them to make a commitment to be safer and friendlier.
Ogilvy Johannesburg won the IMPERIAL pitch on the back of this concept, which spans the spectrum from internal communications to outdoor and an extensive social media campaign.
I-Pledge calls on South Africans to make small changes in their every-day life, such as using the pedestrian bridge rather than the highway, not running their office from their car, and learning to love minibus taxis. Most of the people featured on the posters are actually Ogilvy Johannesburg staff.
To pledge, go to www.ipledge.co.za and follow @IPledgeZa on Twitter and join the I-Pledge group on Facebook.
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