Imperial has during 2011 launched the I-Pledge Campaign in an effort to reduce road deaths and enhance road safety in South Africa. We decided to approach Imperial and gain more insight on this Campaign.
What is I-Pledge?
The I-Pledge road safety philosophy is two-fold: for us to make a personal and conscious commitment to break our bad habits and stay within the law, and further, to see other road users from a different perspective and not to react if you are, for instance, cut off by another driver.
The I-Pledge does not however condone bad behavior on our roads. Our campaign wants people to react positively instead of negatively. If everyone reacts to bad driving by ensuring that they correct a bad habit, soon we will all be driving safely.
The I-Pledge is about making a conscious effort to do away with our bad habits such as texting while driving, drinking and driving, not keeping a safe and sufficient following distance or exceeding the speed limit, even by 10km/h?
How do you monitor those who take the I-Pledge?
Unfortunately, we cannot control who takes the I-Pledge or how they drive once they take the I-Pledge. It is our intention that by them taking the I-Pledge that they will think twice about jumping a red light, driving over the speed limit or how they park their cars.
When did you start the road safety campaign?
The campaign was launched to IMPERIAL employees on 18 July 2011, and on 8 November to the South African public.
What were the reasons for the engagement of IMPERIAL?
IMPERIAL is a major road user in southern Africa with its sheer size and geographic footprint putting the group in a great position to make a difference:
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460 million kilometres were travelled by its southern African transport fleet last year.
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There are 5 500 trucks in the logistics fleet and additional access to almost as many sub-contractors vehicles.
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96,453 new and 54,746 used cars sold in South Africa through IMPERIAL.
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One in every three car rental transactions in South Africa is made through IMPERIAL.
IMPERIAL believes it has a responsibility to help make South African roads safer and friendlier, starting with its own employees. The campaign has a secondary purpose to increase awareness of the IMPERIAL brand.
Who can participate?
Anyone can participate. Visit www.ipledge.co.za. Take one pledge, take all of them or even write your own personal pledge. You can keep updated on the I-Pledge by visiting the website, following @IPledgeZA on Twitter or joining its Facebook page.
Who are the I-Pledge partners?
We have a number of partners who are well known in road safety in South Africa, including Arrive Alive, Stay Alert Stay Alive, Road Traffic Management Corporation and the Department of Transport with Minister Sibusiso Ndebele as our patron.
I-Pledge has partnered with N3 Toll Concession (N3TC) and Community Medical Services (CMS) to strengthen road safety and emergency support on the 415km N3 Toll Route between Heidelberg in Gauteng to Cedara in KwaZulu-Natal during the six-week Festive Season. IMPERIAL, through its Europcar division, will provide six vehicles to complement N3TC’s existing fleet of 11 route patrol vehicles with additional route surveillance, roadside assistance and law enforcement support. IMPERIAL is also a Friend of the Decade of Action for Road Safety
How long will the campaign run?
We like to regard the IMPERIAL I-Pledge as a movement – a movement that has no end in sight, encouraging road users to be safe, alert and courteous at all times.
Click on the images below to download the IMPERIAL I-Pledge Newsletters
Click on the images below to see the hi-res campaign images.
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