AFTERMARKET COMPANIES MAKE A POSITIVE CONTRIBUTION TO THE COMMUNITY
The following story is the fourth in a series highlighting how aftermarket companies give back to the community, featuring Narva and the ‘Shine a Light on Road Safety’ Campaign
The ‘Shine a Light on Road Safety’ campaign is run by Road Trauma Support Services Victoria (RTSSV) – a not-for-profit organisation dedicated to supporting people impacted by road trauma.
The campaign is designed to raise community awareness with the aim of stopping deaths and injuries on our roads, while raising funds to support those impacted by road trauma.
As a leading Australian automotive lighting brand, Narva initiated contact with RTSSV to offer support with a view to achieving more national awareness of this important campaign in the lead up to the 2016 campaign – which kicked off on Friday 6 May and ran through until Sunday 15 May with the message, turn on your headlamps for road safety.
The message was communicated via illuminated road signage and billboards on major roads, flood lit landmark buildings, widespread media coverage via television, print and radio, social media, point of sale material in automotive wholesaler and retail outlets Australia wide plus a series of community events.
Narva became a supporting sponsor of Shine a Light on Road Safety in 2016 and continues to do so to this day, assisting the organisation to launch digital messages along with promotional activities to emphasise the importance to ‘See and be Seen’ by turning headlamps on.
“As a leading supplier of high performance automotive lighting that greatly enhances road safety for road users, we are proud to support this campaign,” Chief Executive Officer of the GUD Automotive Division, Bob Pattison, said.
RTSSV – a worthy partner
RTSSV provides counselling and support services to more than 3,000 Victorians each year who are affected by road trauma and also addresses attitudes and behaviours of road users through education.
While Victorian based, RTSSV’s relationship with other state agencies ensured the ‘Shine a Light on Road Safety’ campaign is supported by NSW – ‘Enough is Enough’; QLD – Road Trauma Services Queensland; Road Trauma Support Team South Australia; Road Trauma Support Tasmania and Road Trauma Support Western Australia.
“The value of the work undertaken by RTSSV with people affected by road trauma is making a real difference to people’s lives, and at the same time their education programs are changing attitudes of drivers,” Narva Marketing Manager, Jake Smith, said.
As part of its support, Narva set out to motivate its network of wholesaler distributors and automotive retailers to become involved directly in road safety with in-store displays and promotional material.
Such a campaign was seen by Narva as a perfect fit to lift the importance of road safety by coordinating activities throughout automotive outlets nationwide, especially in the area of improved vehicle lighting with Free Vehicle Lighting checks and the availability of modern high-performance globes and auxiliary lighting.
Lighting up around the country
Thanks to the support of State Governments and road safety agencies, buildings across Australia were lit up over the period of the campaign. The Victorian Police Assistant Commissioner of Road Policing Doug Fryer is the campaign ambassador.
Narva coordinated activities throughout national automotive wholesalers and retailers highlighting the range of performance globes and free lighting checks at select retail stores.
A Special ‘Narva – Shine a Light on Road Safety’ logo was developed and this appeared in wholesalers’ and retailers’ sales catalogues in the lead up to the campaign. In-store shelf wobblers, counter top displays and store front posters were also widely distributed to these outlets.
Throughout the campaign, Narva encouraged motorists to check all the vehicle lights and to upgrade their headlamp globes for improved visibility. Automotive outlets throughout Australia were strongly supportive of the Narva initiative providing expert advice, assisted vehicle lighting checks for their customers and displaying in-store signage and countertop displays.
Narva also turned on a special BBQ for all its staff to make them aware of the importance of road safety and internal television sets were running with details on the campaign showing signage and dates for them to ‘Shine a Light on Road Safety’.
“Such was the enthusiastic support from our staff for the campaign many of the senior management and staff members from Narva and their families joined with hundreds of people affected by road trauma in an awareness walk around Albert Park in central Melbourne,” Narva Chief Executive, George Davies, commented.
“The leisurely walk provided an opportunity for people to share their road trauma stories with fellow walkers and to talk of the strong support services provided by Road Trauma Support Services Victoria.
“What was also exciting was the strong support from our customers and the automotive retailers throughout the country who recognised the important role they played in raising the awareness of road safety with a particular emphasis on improved night vision for drivers.”
Not only were Government buildings lit up over the period of this active campaign, but so were others including the Melbourne Arts Centre Spire, Victorian State Library, Ballarat Town Hall, Bolte Bridge, The Royal Exhibition Building, Horsham Town Hall, M80 Commemorative Wall plus numerous public buildings both within Victoria and inter-state.
This year the campaign coincided with the Fourth United Nations Road Safety Week which carried an international message to all road users ‘Save Lives # Slow Down’.
Narva is Australian owned and is a leader in the development, manufacture and supply of automotive lighting and electrical components for the automotive, transport, agricultural, mining and marine industries.
For more from Narva, visit www.narva.com.au