This year was extraordinary for so many reasons. Since March, our heads have not stopped spinning for many of us. For brands, 2020 was a year when many were forced to rediscover if they had a purpose, what that purpose is, and how they plan to anchor their place in the world and keep their promise.Continue reading
In a deliberate effort to drive behaviour change, the Association for Alcohol Responsibility and Education (aware.org) and its industry members, are giving South African consumers the opportunity to arrive home safely, while effectively curbing drinking and driving by donating over R500 000.00 in Uber vouchers in the first of its kind “Pay-It-Forward” designated driver initiative this festive season. This is the first leg of a national designated driver campaign to rollout in 2021.
“While South Africa is notorious for drinking and driving, past campaigns to curb this behaviour have been met with resistance, as people generally don’t want to be told what to do or have their freedoms curtailed,” says Ingrid Louw, CEO of aware.org. “What we have seen is that we still have a lot of people who are not making use of alternative modes of transport when under the influence of alcohol, and by giving them an opportunity to experience using it, we hope to start driving behavioural change. By gifting consumers with Uber vouchers, we are taking direct action to support our statement of Never drink and drive and Don’t walk drunk.” she adds.
The newly launched national festive campaign “It’s not just about you” appeals to citizens’ greater sense of responsibility to their loved ones and their fellow South Africans as a whole, and the resultant impact of road fatalities on those left behind. Drinking and driving is illegal, and drinking and walking can be equally dangerous, both leading to hundreds of road fatalities each year.
“By offering consumers real, practical solutions to get home safely, we are not only saving lives, but increasing awareness of the very real dangers of drunken driving and helping South Africans pay forward lifesaving driver vouchers to their friends and family,” Louw says.
The initiative forms part of the 2020 Festive Season National Road Safety Campaign, a multifaceted stakeholder effort that involves a combination of zero-tolerance, visible law enforcement, a national education drive and a call to action, which includes the provision of safer alternatives to getting home.
Through a comprehensive campaign, consumers will be encouraged to sign up for the “Pay-It-Forward” offer and nominate friends or family who will receive a voucher.
“The effectiveness of this campaign, which will be rolled out nationally to reach as many South Africans as possible, will be amplified by executions on digital, social media and community radio. This is just the start of a focused drive by industry to inculcate a culture of designated driving in South Africa,” concludes Louw.
When Pat on Brand’s founder, Pat Mahlangu, first decided to start this passion project, he had no idea that it would gain as much traction as it has over the past 4 years.Continue reading
It’s that time of the year when we take a peak at the year ahead and of course reflect on the year that it was.Continue reading
Hiking has become one of the “new normal” things of 2020. Along with baking banana bread and making Dalgona coffee these have become favorite pastimes.Continue reading
The multi-award-winning designer has announced his collaboration with Adidas to create an African themed face cover. The face cover is inspired by the traditional kitchen tablecloth print, which Magugu says he has always associated with home, comfort, and by extension safety.Continue reading
Lerato Pakkies, founder of Kuyenda Travels and qualified dental hygienist personifies the qualities of a ‘Mbokodo. She sat down with Pat on Brands’ Mpumi Satsha to take us through her journey.Continue reading
American clothing brand, GAP has returned to the South African market with the launch of a new family concept store at the Mall of Africa in Midrand. The store opened on Thursday, 3 December 2020, and will offer a wide range of “elevated essentials”,Continue reading
KFC will be celebrating its 50th anniversary in South Africa in 2021. KFC invited us out to an exclusive event on Tuesday 1 December 2020 at Thesis Lifestyle in Mofolo, Soweto.Continue reading
The Samsung sponsored App Factory Internship program celebrated the graduates of their first cohort on Thursday, 26 November 2020 at the Tshimologong Digital Innovation Precinct in Braamfontein, Johannesburg.Continue reading