Branding traffic cops

JMPD spokesperson, Chief Superintendent Wayne Minnaar, says: "The pointsmen will relieve traffic congestion on roads leading to Sandton, which is the economic hub of Johannesburg. Programmes will be rolled out to other areas soon.

"Research shows that pointsmen achieve a positive connection between the public and Metro police. This goes a long way towards the management of Johannesburg's traffic, especially during peak hours."

Willem Roos, Managing Director of OUTsurance, says the branding of pointsmen is a completely new concept that combines all the elements of a positive campaign: "We're not talking about just another advertising space. It is a question of actively putting something back into the community, creating employment and alleviating some of the traffic problems.

"For OUTsurance, the on-the-spot advertisement will form part of a larger message supported by radio and press campaigns, thus optimising not only the message, but the corporate goodwill. The ultimate objective is to do something that will make a difference to daily traffic congestion."

According to Sarit Reouveni and Colleen Bekker of Media³ the opportunity for businesses to sponsor pointsmen will create a positive association of brands: "Ultimately it is a win-win situation resulting in improved traffic management, as well as job opportunities for local communities."