Sorry for Sunday, smile campaign brightens motorists' road closure
94.7 Highveld Stereo's Smile Dammit campaign went out on the roads on Thursday and Friday last week to create awareness of the road closures for the Momentum 94.7 Cycle Challenge held yesterday, Sunday 20 November 2011. [video]
The campaign, created by Black River FC and Retroviral Digital Communications, saw cheery cyclists handing out flyers very tongue in cheek wording: "We're lank sorry for any inconvenience caused," reads one section and the copy ends with, "We hope you have a cool Sunday, and don't forget to SMILE DAMMIT!"
The campaign also aims to encourage residents to look at the bigger picture. While road closures can be frustrating, the event is the second biggest of its kind in the world, it attracts international and national attention, it brings in revenue, creates jobs and is something all residents can be proud of.
