ONTARIO FIRMS FIGHT DRUNK DRIVING
By Adnews Staff
Ontv of Hamilton, Ont. has teamed up with 14 firms to tell Ontarians that they're bloody idiots if they drink and drive. The team launched a campaign this week to combat drinking and driving using TV, radio, posters, transit, Internet and outdoor ads created by Applebox Productions of Edmonton. One TV ad shows four teens walking to their car after a party. A girl says she will drive, but the boy says he can drive. They end up in an accident and the girl is taken to the hospital. The boy wants to see her, crying and very emotional. In the next scene, police officers go to the girl's house to tell her parents that she is dead. Another ad shows an accident site and a boy being taken to the hospital by ambulance. His father is at the hospital. Police are talking to him, asking him how long he was at the bar. Then the mother arrives and is told her son is in the operating room. She runs to the husband, but she is taken aback by the smell of alcohol on his breath. She is screaming at him and telling the father she could have picked him up. The tagline for the campaign is, "If you drink, then drive, you're a bloody idiot." The campaign will run throughout the year prior to holiday weekends and graduation ceremonies. The partners in the provincewide campaign are Q107, Talk 640, Y95.3, 900 CHML, the Ontario Provincial Police, Ontario Students Against Impaired Driving, Ontario Community Council on Impaired Driving, Mothers Against Drunk Driving, Gallop & Gallop Advertising, Urban Outdoor Trans Ad, Street Level Media, Morin & Morin Transit Advertising, North Bay Transit & Outdoor Advertising and Young Advertising North & Timmins Transit. The program was launched two years ago in Alberta.