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SAAQ conducts pedestrian safety campaign in Montreal

The Société de l'assurance automobile du Québec recently conducted an out-of-home advertising campaign intended to raise awareness among pedestrians of the importance of crossing streets at intersections. Developed by Lg2, the campaign made use of a transit shelter in Montreal outfitted with a human body recognition system. This was coupled to a live animation intended to illustrate the amount of damage a car can do to a pedestrian.

"When certain issues become trivialized, as is the case with pedestrians respecting crosswalks, you need to find a way to get people’s attention and show them just what they're risking," said Nicolas Boisvert, creative director at Lg2.

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