This is my own team’s work, so I won’t editorialize. But I did want to share this campaign here because it’s a very important cause — and not just in Canada.
Change the Conversation is a social marketing campaign headed by the Traffic Injury Research Foundation (TIRF), partnered with Arrive Alive and The Student Life Education Company. The Brewers Association of Canada provided funding, and Acart Communication was responsible for messaging strategy and creative. (TIRF and Brewers Association of Canada are both longtime clients.)
The campaign site, changetheconversation.ca, lays out the challenge:
“The good news is that today, 81% of licensed drivers never drive after drinking. The bad news is that more than 30% of road deaths continue to be alcohol-related. It’s time to Change the Conversation. Learn more about the impaired driving problem and Speak Your Mind to prevent deaths and injuries on our roads. Share what you’re doing and what works with friends and communities across Canada to help others.”
While at heart a social media campaign with Facebook, Twitter, and eventually YouTube channels encouraging Canadians to share their stories and speak up about why they don’t drive impaired, Change The Conversation is being promoted through traditional PSA channels like posters and radio ads.
Our approach to the graphic design portion of the campaign was to create a look that would get attention from youth, and would deliver strong opinions or statements about not drinking and driving. These are all backed up by relevant statistics from TIRF — which is a research-based not-for-profit that informs driving laws and policies throughout the world.
Creative Director/Copywriter: Tom Megginson
Art Director: Kerry Hodgson
Graphic Designer: Leslie Stewart
ACD: Vernon Lai