Safely Home (Western Cape)
The Western Cape provincial government's road-safety programme since 2009, pairing traffic enforcement and engineering with hard-hitting TV and outdoor advertising on drink driving, speeding, seatbelts, phones and pedestrian safety, with a goal of halving road deaths.
- Years
- 2009–now
- Country
- South Africa
- Topic
- Impaired drivingTraffic safety
- Asks people to
- StartStop
- Strategy
- Fear appealPolicy paired
- Channel
- OutdoorPrintSocial (organic)TVWebsite
- Audience
- AdultsGeneral publicDrivers, passengers and pedestrians in the Western Cape; drink-driving work aimed at adult men
Evidence
Self-reportedUnknown
Provincial government figures: road deaths fell from 29.25 to 15.82 per 100,000 people by 2020 (46%). For 'First Kiss' (2016) the department ran its own snap counts at four Cape Town intersections (1,226 vehicles, 2,399 occupants): overall belt use rose from 40% to 51% six weeks after launch and rear-seat use by 161.5%; it also reported passenger deaths down 30% versus 2014/15. No independent or peer-reviewed evaluation found; enforcement and engineering changed at the same time, so the advertising's share cannot be separated.
Sponsor (who paid)
- Western Cape Government (Department of Transport and Public Works; now Mobility Department) Foreign government, funder and creator
Credits (who made it)
- Y&R Cape Town Creative, 2015-2016 source
- FCB Cape Town Creative, 2017-2018 source
- Ogilvy Cape Town Creative, 2026 source
- Egg Films Production, 2016-2018 source
Executions (individual ads)
- Killer pedals (man / boy) 2015 · print · ads-of-the-world
- First Kiss 2016 · tv · ads-of-the-world
- It Can Wait 2017 · tv · ads-of-the-world
- The World's Biggest Idiot 2018 · tv · ads-of-the-world
- Raise Your Voice, Not Your Phone 2018 · tv · ads-of-the-world
- Ode / Reunion 2018 · tv · ads-of-the-world
Sources
Research notes
Credits fetched from Ads of the World pages and IDIDTHAT 2026-10-22; IOL read via browser (WebFetch 403). Launched 2009 under Transport MEC Robin Carlisle. 2010-2012 'Name and Shame' published names of convicted drink drivers with LeadSA until stopped by the national Department of Justice (government page, search snippet only). 2017 'Everybody Knows: Alcohol and Roads Don't Mix' (#BoozeFreeRoads) and 2017 #ManUpSlowDown spots are credited to the department in news coverage; agency not confirmed. The 2015 'See Our Children' pedestrian poster (bronze Loerie) is attributed to Y&R in a provincial statement seen only as a search snippet. The 46% fall and seatbelt counts are the sponsor's own figures; check for a UCT or provincial evaluation report. Strategy also includes enforcement (policy-paired).
Record cases/wc-safely-home.json, updated 2026-10-22· Link to this campaign