It is September, the time for road safety campaigns nearby schools, and therefore preventable.ca and BCAA Road Safety Foundation have teamed up to create a digital billboard to remind drivers that school zones are back in effect.
Mobile digital billboards at selected schools photographed speeding cars and post their photos on the billboard with the message “Before you rush through here, have a word with yourself.”
The first such road safety digital billboard of its kind in North America, the objective is to engage drivers to consider how they drive, particularly around school zones.
For this campaign creative agency Wasserman + Partners decided to use digital mobile billboards because of the surprise factor.
“This year’s preventable campaign addresses that little voice in your head: the one that berates you over and over when you do something wrong, the one that knows what you should be doing instead,” says Pauline Hadley-Beauregard, Vice President and Managing Director, Wasserman + Partners. “We know from research that people think serious injuries only happen to other people because they don’t know what they are doing, and so they take daily risks. Our goal is to shift our audience to the attitude that ‘Injuries can happen to me, but I can prevent them’.”
In 2010, Preventable achieved international attention with its back to school preventable injury initiative of a 3D illusion pavement image of a small girl chasing a ball, the first in Canada.
We wrote about that campaign too, see it here.
Wasserman + Partners Advertising
Creative Director: Liam Greenlaw
Writer: Allen Forbes
Art Director: Dave Harrison
Art Director: Graeme Jack
Production: Heidi Nucklaus
Execution & Interactivity: The Media Merchants
Technical Director: Anthony Diehl
Technician: Bobby Rou
Technician: Jordan Ciurcovich
Project Management: Tim Pelz