Alberta conducts out-of-home campaign against distracted driving
By Adnews Staff
The Alberta Transportation Office of Traffic Safety has begun an out-of-home campaign in that province intended to raise awareness of the dangers of driving while distracted by mobile devices. The campaign, developed by Red The Agency of Edmonton and using media from Zoom Media of Vancouver, includes branded urinal pucks in the men's washrooms of participating restaurants and bars. When activated, the pucks play audio messages such as, "Maybe if you left it alone for a few seconds we would all be a lot safer," and "It's fine to do it here, but it can kill behind the wheel." "This medium is a perfect fit for our message because it allows us to catch our audience mimicking the same distraction we're attempting to fight," said Ryan Kelly, executive creative director at Red. "The unexpectedness of someone calling you out on your crotch fascination was too good to pass up."