Johannesburg - In case you were wondering why there are smashed cars parked on the side of Joburg’s roads - it’s all part of a road-safety campaign.
The Arrive Alive advertising campaign is using wrecked vehicles in an attempt to curb the accident rate on Gauteng roads through shock therapy.
By strategically placing damaged vehicles from previous fatal accidents along a number of major highways, the Department of Community Safety has found a novel way to warn the public about the dangers of excessive speeding, reckless driving and driving under the influence of drugs and alcohol.
SHOCK VALUE
The campaign is a partnership between the department and Street Cred Media, a local mobile media, outdoor advertising company.
Street Cred Media managing director Garth Maluleke said the campaign would continue until the end of April.
“This aims to create an emotional association of fear and horror by exploiting the shock value of seeing the wreckage of a vehicle that has resulted in at least one fatality,” he said.
A warning message to motorists is branded on each car wreckage: “Most of these fatal crashes were due to the abuse of alcohol.”
The Star