I-Pledge to affect behavioral shift on SA roads

Earlier this month, Ogilvy Johannesburg’s campaign for IMPERIAL was launched to the media, government, transport and road safety stakeholders. The campaign, called I-Pledge, aims to affect a behavioral shift in the hearts and minds of the people using South Africa’s roads every day by encouraging them to make a commitment to be safer and friendlier.

Ogilvy Johannesburg conceptualised the campaign for its initial pitch to IMPERIAL, and won the business on the back of the 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. A sample of some of the outdoor work is attached, with the additional fun fact that most of the people features on the posters are actually Ogilvy Johannesburg staff.

To pledge, go to www.ipledge.co.za and follow @IPledgeZa on Twitter and I-Pledge group on