This simple concept, costing no more than R1 500 to execute, yielded a staggering R1.5 million in media exposure - a return on investment of 1:1000 in terms of PR value. Achieved a noteworthy online reach with a great deal of public involvement in the form of comments and managed to turn a potentially annoying, clichéd message into an impactful conversation starter.

Speed-driving is a major problem in South Africa. What makes this problem worse is that many drivers deliberately remove their number plates to avoid being caught by speed cameras. We were tasked to bring attention to this shameful act which has become the norm in a country with one of the worst road death tolls.

We created magnetic "SPEEDKILLS" number plates, each bearing a stern message from Arrive Alive.

We then went out to all the major parking lots of Johannesburg and placed them on the cars of offending motorists. The reactions of the culprit car owners were filmed as they discovered their new number plates, removed them and read the back, which featured such messages as “When you end a child’s life at 200KM/H, a speeding fine will be the least of your worries”. The video was then placed on the internet and sent to a number of journalists.

Our method of promotion was relevant, not only because it targeted the culprits where they least expected, but also because it did so in a way that was novel and had never been seen before.