Create Ontario-wide awareness about safe winter driving.
Ontario Good Roads Association represents the transportation and public works interests of municipalities through advocacy, consultation, training and the delivery of services.
They wanted to create a campaign to remind drivers to safely navigate winter roads by slowing down, being patient and giving snow plows space.
While researching North American drivers it was interesting to discover that Ontario drivers are perhaps some of the safest in the Continent. This led us towards a discussion discouraging the typical approach to a Public Serve Announcement that often leveraged shock and fear tactics.
We created a campaign that would appeal to families. A friendly reminder using distinct winter characters that focused on three primary messages.
In order to share these messages across Ontario we created a campaign and developed tools to spread the word locally.
Short videos played in theatres before movies on select dates from December - February 2017. OnRoute Highway stops displayed it across Ontario. Banner ads on the WeatherNetwork App and Website played when bad weather was anticipated. These banners were also used throughout the winter across other media sites. Lastly social media channels were established reminding local municipal leaders to spread the message.