Brand Marketing & Communications Research, and Brand Audit

 

Mthente conducted research by FCB for the Road Accident Fund (RAF) to determine the effectiveness of the RAF’s marketing and communication campaign.  The aim of this campaign was to achieve raised awareness of issues relating to road safety, RAF service offerings, and a positive change in behaviours amongst road users and predestines.

The RAF is undergoing a fundamental change in its operation and will be replaced by a new dispensation in the form of the Road Accident Benefit Scheme (RABS).  Therefore, the insights and learning from this research was used to inform the new RABS brand, logo and Corporate Identity, as well as the development of its marketing and communications strategy, creative offering, and marketing & communication plans.

The research was informed by a desktop review, a desktop audit of the RAF brand and a behavioural and attitudinal snap survey to probe the public’s attitudes, beliefs, behaviours, perceptions and awareness along the new RABS customer journey.