Flow client Hollard Insurance has come up with a contribution to road safety that is close to the heart of most Flowstars.
We all know we shouldn’t drive when we’re over the limit – but what is this limit? Is it the glass of wine we have on Big Pink Fridays? Is it that celebratory or restorative tequila? Two tequilas?
There is so much information and yet so little certainty.
Flowstars are precious, and none of us wants to engage in risky behaviour – but how do we know if we’re over the limit? We can hardly invite the Johannesburg Metro Police Department (JMPD) and its handy breathalyser kits to every Big Pink Friday, much as they (and we) might enjoy it.
But now our client, Hollard Insurance, has an innovative and simple solution.
The Hollard single-use breathalyser, given away free of charge, is there to help people control and understand the effects of alcohol on an individual basis. Now we don’t have to “not drink at all”, but rather “know when to stop”.
In 2012, Hollard handed out over 300 000 units at various events across the country, including the J&B Met, Good Food and Wine Expo and the Taste of Jo’burg. The initiative has cost R5-million so far.
This Easter it is stepping things up and handing out 80 000 units at the Mooi River Toll Plaza booths on the N3. In addition, it has also partnered with the JMPD to hand out units at the Rand Show, helping drivers make the right choices.
“We know people don’t drive to their holidays while they’re under the influence,” says Warwick Bloom, general manager of communications at Hollard, “but we believe that, in the relaxed holiday environment, they may drink a little more than usual and not be sure if they’re over the limit. We’re giving everybody a chance to take responsibility for their own actions and make sure they don’t drive drunk.
“This campaign fits perfectly into Hollard’s commitment to being a catalyst for positive and enduring change – South Africans being responsible together will create a better quality of life for all.”
If you would like to arrange for Hollard breathalysers at your event, contact Caroline Smith of Flow PR, who will put you in touch with the right people.