MISSION POSSIBLE PREPARING FOR SUMMER SEASON
By Adnews Staff
Mission Possible, a traffic safety initiative for the province of Alberta, will launch a new 30-second television commercial called "Busy Driver" as part of its multi-year awareness campaign. The spot depicts four teenaged victims of an inattentive driver whose brand-new vehicle is equipped with the latest safety features. The spot attempts to convey the message that, although such features increase the safety of the driver, in certain collisions they do nothing for people in another car. Mission Possible is hoping the spot will make drivers assess their own behavior when they get behind the wheel. Mission Possible's goal is to reduce collisions in Alberta. Partners include the Alberta Motor Association, municipal police services, the RCMP, regional health authorities, Coalition of Alberta Automobile Insurers and Alberta Health and Wellness. In addition to this spot, a summer long-weekend campaign will include print ads in daily and weekly newspapers. Outdoor advertising currently running throughout the province will be seen until the end of June. Advertising for Mission Possible is handled by Palmer Jarvis DDB of Edmonton. Public and media relations activities supporting the advertising campaign are handled in-house.