QUEBEC GROUP SINGS FOR SAFETY
By Adnews Staff
The association representing car insurance companies in Quebec is trying to make its way up the pop music charts with a road safety campaign aimed at young drivers that starts tomorrow. The Société de l'assurance automobile du Québec (SAAQ) commissioned the group Zébulon to write and record a song with lyrics that deal with destruction and despair caused by drinking and driving. The song is being played on radio stations across the province. It is also being featured, along with a video clip, on the French version of MuchMusic. Montreal ad agency Publicité Martin has pulled material from the music clip to produce a 30-second TV commercial promoting a contest in which young people are asked to send in their ideas for a safe driving commercial. The winner will receive $1000 and see his or her commercial run in May on Radio-Canada, the French version of CBC. The SAAQ has also scheduled Quebec comedian Vincent Graton to do a tour of 20 colleges, giving pep talks on road safety and running a quiz for students. Courville Communications is handling public relations for the safety blitz. It is aimed at the 15-24 age group, which accounts for a disproportionately high percentage of traffic accidents and serious speeding offences.