Roads Authority of Namibia: Niche Targeting of Domestic Travellers for Enhanced Road Safety Awareness
Client: Roads Authority of Namibia Industry: Public Sector and Transport Safety Campaign Focus: Road Safety Awareness Campaign Period: December 2023 Media Partner: HEKAMIOUTDOOR Format: Mobile Billboard Out-of-Home (OOH)
Background With the festive season marking one of the busiest travel periods on Namibian roads, the Roads Authority of Namibia initiated a road safety awareness campaign in December 2023. The goal: reduce road accidents by reaching domestic travellers with direct, impactful messaging. To achieve this, the Roads Authority partnered with HEKAMIOUTDOOR, Namibia’s premier mobile billboard advertising company, to roll out a targeted Out-of-Home (OOH) campaign.
Campaign Strategy The campaign focused on high-dwell-time environments, placing mobile billboards at strategic national roadblocks known for frequent vehicle checks by traffic authorities. These included key checkpoints along: • Windhoek–Okahandja • Otjiwarongo–Otavi • Mururani–Rundu • Oshivelo–Ongwediva This allowed the campaign to: • Engage travellers during natural stop-and-go moments, boosting message retention. • Reach private motorists, commercial drivers, and long-distance travellers at scale. • Deliver clear, actionable messaging: “Respect Road Safety Rules – Slow Down, Save Lives”.
Key Objectives • Reinforce public awareness of road safety principles. • Reduce speeding and reckless driving during peak travel season. • Support the government’s National Road Safety Strategy. • Demonstrate the Roads Authority’s active role in protecting lives.
Campaign Highlights • Laser-focused targeting: Reached thousands of road users daily in relevant, high-risk contexts. • Real-time relevance: Delivered messages when travellers were most receptive — on the road. • Strong visual presence: Bright, bold creatives designed for high visibility in open landscapes. • Support from law enforcement presence: Placement alongside roadblocks enhanced credibility and impact.
Conclusion By leveraging mobile billboards in strategic roadside zones, the Roads Authority’s campaign successfully merged message delivery with behaviour timing, capturing attention at critical moments. This initiative proves that when used strategically, Out-of-Home advertising can significantly influence public behaviour — saving lives and promoting safer journeys across Namibia’s vast road networks.