/ 23 September 2011

Choosing a top taxi driver

As one of South Africa`s leading alcohol beverage companies, brandhouse is committed to promoting responsible alcohol consumption.

When the company looked for an area to promote the message of responsible consumption and road safety, its attention fell on the taxi industry. This sector is responsible for transporting 63% of South Africa’s commuters, which makes road safety in this industry critical.
This is especially important over peak periods like the festive season and Easter, when the demand for transport and the cases of road fatalities increase.

brandhouse pioneered th e Number 1 Taxi Driver initiative more than five years ago with partners such as the national department of transport, the Road Management Corporation, Toyota SA and the taxi industry (SANTACO and NTA).

The aim of the campaign is to identify, inform and encourage taxi drivers to be responsible, and support commuters in demanding safe driving behaviour from taxi drivers.

As part of this programme, drivers are exposed to responsible drinking messaging via brandhouse’s DrinkIQ training material. Through this, they are encouraged to be responsible drinking ambassadors.