Insurance Corporation of British Columbia breaks new campaign
By Adnews Staff
The Vancouver-based Insurance Corporation of British Columbia began a new anti-drinking and driving campaign on Jan. 1 as part of its ongoing CounterAttack program. The campaign, created by Wasserman & Partners Advertising of Vancouver, consists of excuses for drunk driving depicted in situations representing the consequences of doing so. One ad displays the copy, “One more drink won’t hurt,” as part of a roadside memorial to an accident victim. Another shows the copy, “I don’t want to pay for a taxi,” as part of a police mugshot. The two-year campaign will include print, radio and television advertising. “This is a significant departure from previous campaigns,” said agency president Alvin Wasserman. “We used a fresh approach to broaden the reach. We know there’s general awareness and acceptance that drinking and driving is wrong, so we’re targeting people who try to justify driving after a few drinks because they don’t consider themselves to be the problem. The real impact of these ads is that almost everybody has heard, or even used, these excuses. The goal is to make everybody stop and think about the consequences of driving after even a few drinks.”