– A second is all it takes
The Regional Municipality of Niagara has one of the highest rates of serious and fatal motor vehicle collisions in Ontario. To address the situation, the Region established a community road safety committee to undertake a social marketing campaign that would educate drivers about the causes of serious and fatal crashes and the driving behaviour changes that could reduce them.
During this 18-month campaign, Pier 8 Group developed a three-pronged communications approach using advertising, media relations and multimedia tactics. Notable campaign highlights included a launch event attended by several hundred people, extensive coverage in the daily and weekly newspapers and local broadcast media, a website featuring an online road safety quiz and a Facebook group. A transit advertising campaign took the message to the streets, while radio spots reached motorists during peak traffic hours. Results: vehicle collisions fell 6% and fatalities 20% during the campaign period.
The campaign received a national award of excellence from the Canadian Public Relations Society, as well as awards from the Ontario Chiefs of Police and the Ontario Ministry of Transportation.