What was Wrong

The clients wanted to take a local, week-long promotion, and turn it into a province-wide Collision Prevention Week promotion with an extremely limited budget.

Action Taken

A series of events and other public awareness programs were undertaken including:

• fundraising
• media traffic rodeos
• police stops for safe driving "offenses"

I coined the tag line "Collision Prevention - It's in your hands" and a drive to a Collision Prevention Week meeting. Sometimes inspiration comes at the strangest times.

Graphics were developed that targeted two age groups. A distinctive highway sign was produced through the sponsorship of highway traffic maintenance contractors that was displayed throughout Alberta for 6-8 weeks. Poster and related collaterals were developed for young drivers in high school.

Sponsorship through the Alberta Motor Association was also secured to provide a trip for two to Las Vegas drawn from those people Awarded "Safe Driving Certificates" during the week.

Collateral Samples
Highway Sign		Safe Driver Certificate
	Tip Sheet - presented by police officers across Alberta to motorists stopped for a variety of reasons including safe driving! This simple piece aided in increasing awareness of Collision Prevention issues among the motoring public.

The Results

Through simple media events and promotional tools Saral Communications achieved favorable media coverage for the client during Collision Prevention Week.

As an added bonus the highway signs developed as part of this campaign can still be seen in parts of Alberta 11 years later.