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1st for women's guardian angels get a make-over

According to a survey conducted by a UK-based hair salon chain, the average woman changes her hairstyle about 150 times in her lifetime. These changes are usually connected to a major life event but the biggest reason women change their look is simply “because she was tired of it – she wanted a change”.

These survey findings resonate with the women-only insurance company, 1st for Women Insurance, who recently gave its Guardian Angel fleet a fresh and fun makeover. “We launched our Guardian Angel breakdown assistance service in 2009 in Cape Town, Johannesburg and Durban and it was time for a change.

We found that although our pink BMW’s were very eye-catching, not many people understood their purpose. Our new branding not only provides some eye-candy for the ladies, but also explains how the Guardian Angels can help damsels in distress,” says Robyn Farrell, managing director of 1st for Women Insurance.

The Guardian Angels were launched to assist and ‘guard’ woman motorists if they have a mechanical breakdown, a flat battery or flat tyre in a dangerous place. These features are now clearly visible on the new fleet of 1 and 3 series BMW’s. “The Guardian Angel service is available for all female motorists, not just 1st for Women customers.

By calling our roadside assistance number a Guardian Angel will be dispatched when a female motorist feels unsafe to either assist with the problem or to “guard” the motorist until help arrives,” says Farrell. “Graffiti is proud to have played a small role in helping to create 1st for Women's powerful pink presence on our roads.

The distinctive pink vehicles have become synonymous with the 1st for Women brand over the years, generating a feel-good perception of a company that’s going the extra mile," says John Rice, managing director of Graffiti.

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