Rossing Uranium: Be Safe on the Road
Client: Rössing Uranium Limited Industry: Mining (Uranium) Campaign Objective: Road Safety Awareness & Brand Visibility Location: Swakopmund Roadblock (Coastal Route) Duration: December 2024 (Festive Season Campaign) Media Format: Mobile Billboard
Challenge December is one of Namibia’s busiest travel periods, particularly along coastal routes leading to Swakopmund and Walvis Bay. The challenge was to cut through the festive noise and deliver a timely, visible, and memorable road safety message to thousands of motorists, while aligning the message with Rössing’s community-centred values.
Our Solution HEKAMIOUTDOOR deployed a striking mobile billboard at the Swakopmund roadblock, a known high-traffic checkpoint for holiday travellers entering or leaving the Erongo Region. The billboard was designed with bold visuals and a simple, urgent call to action: “Be Safe on the Road.” This roadside presence provided on-the-ground visibility at a moment of high receptivity, where drivers and passengers were most alert and attentive, either arriving at or departing from their festive destinations.
Results 1. Maximum Impact at High-Risk Times: The campaign reached thousands of road users daily during peak holiday travel. 2. Behavioural Influence: The prominently placed message served as a real-time reminder, reinforcing responsible driving habits. 3. Brand Affinity: Rössing Uranium was viewed positively by the public for its proactive stance on road safety. 4. Community Engagement: The campaign reflected genuine concern for the safety of Namibians, strengthening Rössing’s image as a company that cares beyond the mine site.
Conclusion The “Be Safe on the Road” campaign is a compelling example of how strategic mobile out-of-home advertising can be used for public good. By placing an important message in a critical location at the right time, Rössing Uranium and HEKAMIOUTDOOR demonstrated the true potential of MOOH media to drive both brand awareness and positive societal outcomes. As the roads grew busy, the message remained clear — every life matters.