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SAAQ conducts back-to-school campaign

The Société de l’assurance automobile du Québec has begun a campaign that reminds drivers in the province to slow down. Developed by Lg2, the effort is timed to coincide with the back-to-school season. The creative depicts children walking to school while wearing radar backpacks that display the speed of passing cars. The campaign will take place primarily online over the next month.

“Many more parents may be encouraging their kids to walk or bike to school, so this kind of campaign is even more appropriate for the times,” said Luc Du Sault, creative director at Lg2. “We wanted to connect with drivers by displaying their speed directly on the child. It was a simple step to then come up with the idea of a radar backpack.”

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