Insurance Corporation of British Columbia begins safe driving campaign
By Adnews Staff
The Insurance Corporation of British Columbia broke a new road safety awareness campaign yesterday intended to reduce bad driving habits. The two-year campaign, developed by Wasserman & Partners Advertising of Vancouver, includes radio, television, print and transit advertising. The creative focuses on high risk situations such as intersections, distractions, speeding, tailgating and pedestrians. The television ads depict people almost having accidents at home and at work due to talking on the phone, moving too fast and reading while walking. The same people are then shown using the same bad habits in their cars. The four radio ads focus on police response to high-risk driving, seatbelt usage and speeding. A voiceover reminds drivers that poor driving has consequences such as tickets. “People tend to think that because they’ve never been in a serious crash, they are not the problem,” said Karen Nishi, vice-president of strategic planning at Wasserman. “This campaign emphasizes that crashes occur every day because of unsafe driving habits like talking on the phone, drinking coffee, rushing through traffic to get where you are going and generally not paying attention to the road.”