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Automobile dealers break distracted driving campaign

The Trillium Automobile Dealers Association and the Ontario Provincial Police Association have begun a print advertising campaign intended to raise awareness of the risks of operating a vehicle while distracted. The campaign, developed by The Justin Poy Agency of Markham, ON, includes ads in The Toronto Star, Metro and various Metroland community newspapers through October. Out-of-home and online advertising will run during the holiday season. The creative focuses on driving while using devices such as cell phones, MP3 players and GPS units. "We felt it was time to talk about the potential real consequences of distracted driving using more graphic depictions," said agency president Justin Poy. "Soft public services messages just aren't enough in today's world of message overload. The copy for three of the four ads is written from the perspective of the deceased, highlighting the aspect of regret which often follows an event of this nature. We also wanted the imagery and the headlines to be cryptic enough that the reader would be enticed to read the copy. We've become too accustomed to the average safety message."

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