Flow recently took on the challenge of creating awareness around social media for our client, the Road Accident Fund (RAF). The brief was to come up with an innovative internal activation at all six of the RAF’s offices.

The Road Accident Fund is a state insurer established by statute. It provides insurance cover to all drivers of motor vehicles in South Africa in respect of liability incurred or damage caused as a result of a traffic collision.

RAF staff at the Durban office enjoy their unexpected treat of coffee and cake. (Image: Road Accident Fund)

And so it was – fittingly on the anniversary of Social Media Day on 30 June – that Flowstars were waiting to welcome RAF staff at RAF offices in Durban, Cape Town, East London, Johannesburg, Centurion and Pretoria with a special morning treat.

“The idea was to create a buzz around social media and get RAF staff to engage with internal Facebook, Instagram, LinkedIn, YouTube and Twitter accounts in a way that would be enjoyable and fun,” said Flow project manager Christelle de Beer.

“We did this by leveraging international Social Media Day and by treating staff members to fresh coffee and a treat, which worked out really well.”

Johannesburg RAF staffers start the day with hot cappuccinos. (Image: Road Accident Fund)

Since most people appreciate a good cup of coffee at the start of their working day, the activation centred on an early-morning selection of designer coffees and specially created cupcakes – complete with edible social media logos – along with a personal note from RAF CEO Eugene Watson.

Each employee was also encouraged to engage with social media and presented with a useful notebook outlining social media dos and don’ts, and the RAF’s social media policy.

Bridget Peega, senior manager: social and digital media at the RAF, expressed her thanks to Flow “for the hard work that was put in to make #SMDay successful”, adding that “everybody was happy and they had fun”.

Keeping warm on a cold day at the RAF offices in Pretoria. (Image: Road Accident Fund)

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