Older pedestrians

Road safety campaign aimed at making motorists aware of older pedestrians to help reduce the number of fatalities and serious injuries among this age group.

Our older pedestrians campaign is aimed at making motorists aware of older pedestrians to help reduce the number of fatalities and serious injuries among this age group. 

In the campaign, we see an active, older lady as she goes for a walk. As she walks her subtle interactions with other road users are represented by bold graphics which translate her gestures. We follow her through the town and see her conversation with other road users unfold.  

As she crosses the road, she scans left to right and spots a car coming towards her on the other lane. We cut to the driver as he approaches the crossing. He hasn’t seen her - his eyes fixed forward lost in thought. For a tense moment, we fear the worst. A voiceover says “Too many older pedestrians are being killed on our roads.” 

The driver looks towards her and suddenly sees the older pedestrian. He slows his car safely and raises a finger in acknowledgement. The older pedestrian smiles and safely crosses the road as the voiceover continues “When we look out for each other, we keep each other safe.” “Please look out for older pedestrians on the road.”   

The campaign is sound tracked by ‘Look at Grandma’ – a rerecording of an upbeat Bo Diddley song, whose chorus underpins our message to look out for older pedestrians. 

The campaign runs on TV, Video, Radio, Digital Audio and Social media posts across all RSA platforms (Facebook, Twitter, Instagram and Linked In)