Y&R South Africa: Licence To Live

In South Africa, 40 people die on the roads every day mainly because of irresponsible driving. Safety campaigns are often forgotten in that critical moment when a driver decides to make an unsafe decision. By law, every car has to display a licence disc sticker on the windscreen. The media space on the back of the disc is often used as meaningless branding that often gets overlooked. So Y&R Cape Town decided to turn this small ad media into a message that couldn't be ignored by placing a picture of a loved one on the back. Introducing the Licence to Live: the free licence disc sticker with a picture of a loved one. Activations were held at numerous forecourts during the Easter weekend holiday a period notorious for it’s high road fatalities and gave motorists the chance to create their own Licence to Live.