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Reflector Protector Increases Pedestrian Visibility In Townships

Monday, 15 June 2015

In South Africa’s townships, pedestrians are often knocked over or killed at night while walking home from bars and taverns in poorly lit areas.

Edward Snell & Co. Pty Ltd, one of South Africa’s leading spirits distributors, together with Y&R South Africa, set out to try and tackle this problem at the moment when the community members need it most, by repurposing the generic medium of a drinks coaster.

The humble coaster, traditionally and typically used to simply advertise brands, was transformed into a safety reflector that patrons could peel off the surface and stick to their clothing for the walk home. The reflector sticker increased their night visibility dramatically.

Graham Lang, CCO of Y&R South Africa, explains that the ‘Reflector Protector’ is a solution that essentially transforms a coaster into a pedestrian safety device. “The front of the coaster has a simple call to action and barmen and waitresses serve as a promotional team when serving drinks,” he adds.

Y&R South Africa Team Credits:

Chief Creative Officer: Graham Lang

Creative Director: Nkanyezi Masango

Agency Art Director: Wade Barnes, Rowan Foxcroft, Gareth Owen, Mpumi Guliwe, Gareth Cohen

Copywriter: Graham Krige

Art Buyer: Ashleigh Hamilton

Client Service Director: Rowena Fester

Cinematographer: Gareth Place

Production Manager: Rory Bonnes