Reaching out through road safety
The IMPERIAL I-Pledge road safety campaign appeals to the social conscience of road users who take a pledge to be more aware of their behaviour and more considerate and tolerant of others on the road. Since its launch in 2011, I-Pledge has attracted over 151,000 pledges from South Africans.
The campaign is now focusing its efforts on scholar patrol and ‘Car Seats for Kids’ projects, and on partnerships with toll route concessionaires.
Its flagship activity is Scholar Patrol Upliftment Programme. In conjunction with Active Education, IMPERIAL treats schools to a scholar patrol makeover with new equipment and reflective gear for the young scholar patrollers as well as refurbished pedestrian crossings. It also uses the opportunity to share road safety information in a lively and memorable way. What started out as ‘67 minutes for Mandela’ on 18 July 2012 has now reached over 210 schools and 141,000 children.
IMPERIAL has partnered with Wheel Well and Women in Road Safety to distribute pre-owned, refurbished baby, toddler and booster seats to less fortunate families and
engage parents about the importance of seat belt use
. To date, 1000seats have been collected and donated.
IMPERIAL and its Europcar division have since December 2011 provided the N3 Toll Concession (N3TC) and more recently Bakwena N1N4 with high visibility branded vehicles to boost route surveillance, emergency support and post-crash care along these busy corridors.