NRSC: Do the right things and save lives

Industry: Road Safety & Public Policy
Campaign Objective: Raise awareness, change behaviour, and reduce road traffic crashes through targeted roadside engagement.
Primary Locations: · Windhoek–HKIA Roadblock, Windhoek–Rehoboth Roadblock, Tsumeb Roadblock, Swakopmund Roadblock, Swakopmund–Walvis Bay (Langstrand), Otjiwarongo Roadblock, Oshiko Roadblock (Ongwediva), Mururani Gate, Onhuno Checkpoint and Werda Checkpoint (Omakange)
Duration: 7 x Months
Media Format: Static Mobile Billboards (10 Units – Rotational Deployment)

Background & Challenge
Namibia continues to face unacceptably high rates of road accidents and fatalities, despite the sustained efforts of the Roads Authority and the National Road Safety Council (NRSC). Roadblocks and checkpoints remain critical enforcement and awareness points where drivers can be reminded of their responsibilities.

However, the challenge was how to amplify safety messaging beyond conventional enforcement interactions, embedding behavioural change cues in motorists’ journeys in a visible, memorable, and cost-effective manner.

Our Strategic Solution
To address this challenge, NRSC partnered with HEKAMIOUTDOOR, through Optimistic Media Group, to roll out a nationwide mobile billboard campaign focused on saving lives by “doing the right things” on the road.
1. Visibility at Enforcement Points
· Ten mobile billboards deployed at Namibia’s busiest and most strategic national roadblocks and checkpoints.
· Ensured every motorist entering or exiting major corridors encountered life-saving reminders about speeding, seatbelt use, drink-driving, and pedestrian safety.
2. Nationwide Coverage – Urban & Rural Balance – Rosh Pinah CBD
· Locations were carefully selected to include metropolitan corridors (Windhoek, Walvis Bay, Ongwediva) and regional transit nodes (Tsumeb, Mururani, Onhuno, Werda).
· Balanced approach guaranteed engagement with both long-distance truck drivers and local community commuters.
3. Message Simplicity & Emotional Appeal
· Campaign artwork carried bold, action-oriented slogans under the banner “Do the Right Things & Save Lives”.
· Simple visuals and multilingual rollouts ensured accessibility across diverse demographics.

Results and Emerging Impacts
· Raised National Visibility: Road safety messaging embedded directly in high-traffic enforcement points across all major transit corridors.
· Behavioural Cues: Campaign placement during active road checks strengthened compliance with seatbelt, speed, and alcohol regulations.
· Community Impact: Residents and commuters viewed the campaign as a shared national duty, fostering ownership of safer road habits.
· Institutional Reinforcement: Enhanced NRSC’s visibility as the guardian of Namibia’s road safety mandate.

The “Do the Right Things & Save Lives” campaign underscored the power of mobile out-of-home media to amplify national behavioural change efforts. By aligning enforcement, visibility, and community engagement, NRSC and HEKAMIOUTDOOR ensured that life-saving road safety messages travelled as far and wide as Namibia’s roads themselves.

Through this partnership, mobile billboards were transformed into tools of national duty, reminding every Namibian that safer roads depend on all of us.