ARA

The brandhouse No. 1 Taxi Driver campaign in 2008 ended on a high note with a record number of entrants and commuters participating from all over South Africa.

The campaign is supported by the Department Of Transport, provincial transport departments and agencies. The campaign also has the support of the national Minister of transport, Jeff Radebe.

These are more than 150 000 licensed minibus taxis in South Africa transporting millions of people every day, over short or long distances.

Because of this, the taxi industry carries a huge responsibility for road safety. This becomes acute over December and Easter, with road congestion doubling. Driver fatigue increased as taxi drivers attempt to meet the additional demand placed upon them.

For all these reasons, brandhouse launched the No. 1 Taxi Driver campaign in 2004. It was the first public-private sector partnership of its kind in the taxi industry, and even the commuters who benefit from having safer better taxis, as a great success. It has since grown to include a number of other key stakeholders including taxi associations.

The aims of the campaign have been, and remain to identify, inform and encourage taxi drivers to be responsible, and that road safety is paramount to them, their commuters and other road users.
The campaign also focuses on informing commuters about how to distinguish between safe and unsafe driving.

The campaign highlights the fact that pedestrians are also road users, and links this message to a basic pedestrian safety programme.

The campaign has grown exponentially and now expands into 450 taxi ranks and all 9 provinces. In 2006, the campaign received over 150 000 entry forms from taxi drivers and just under 450 000 commuter votes.

The 2009 campaign is again expected to draw a record number of participants and we look forward to creating safer roads as we head towards World Cup 2010.

Visit site