As mobile phone usage continues to rise, South Africa grapples with a troubling reality: distracted driving is a leading cause of road fatalities. With the International Transport Forum highlighting that nearly 25% of crashes can be attributed to mobile phone use behind the wheel, Cell C is intensifying efforts to draw attention to this urgent issue.
In recognition of Transport Month, Cell C has launched its powerful Glass Posters campaign aimed at confronting the stark consequences of texting while driving—an act that can turn fatal in seconds. The campaign has been designed to reach consumers at a relatable point, leveraging the very locations where mobile technology thrives: Cell C retail stores across the nation.
“We connect people – that’s what we do. But we also have a responsibility to protect them,” stated Melanie Forbes, Cell C’s Chief of Marketing. Describing the campaign as more than just a safety message, Forbes underscored the intention to make every customer entering their stores acutely aware of the critical choice they face when tempted to glance at their phones while driving: “One text message is never worth a life.”
Partnering with renowned visual artist Sandile Kgaphola, the campaign showcases a series of poignant glass artworks that illustrate the fragile nature of life—how a mere instant of distraction can lead to catastrophic outcomes. Placed prominently in Cell C’s retail spaces, these creations serve as a stark reminder intended to evoke deep emotional responses from customers.
Kgaphola expressed the transformative power of art, stating, “Art forces you to stop and feel something. These glass posters reflect the fragility of life—how quickly it can all shatter. If this work makes even one driver put their phone down, it’s succeeded.”
With the Glass Posters campaign, Cell C is not just another spectator in the ongoing road safety crisis; it has taken a decisive stand and is challenging customer behaviour, all in the name of preserving lives. This initiative marks a significant commitment to combating one of the most pressing issues on South African roads today, reinforcing the message that safety must come before connectivity.