According to our client, the Traffic Injury Research Foundation, 81% of licensed drivers never drive after drinking. Those who do are clearly in the minority. So why are a third of road deaths alcohol related?
The problem is that we Canadians tend to be very tolerant of others, and shy about confrontation. Many of us are proud of doing the right thing for ourselves, but we pause before either letting other people know what we believe or speaking out against wrongs.
That's the challenge we faced when TIRF asked us to partner with them on the Change The Conversation campaign. Responsible drinkers are in the vast majority, and it is time that we do something about the hard core of irresponsible people.
Confrontational, and even aggressive in their look and message, these posters are here to get attention and invite people to join the conversation at the campaign site, changetheconversation.ca, a Facebook page, a Twitter feed (@changetheconvo) and an eventual YouTube Channel.
The campaign messaging and look are by Acart Communications, while and our longtime clients the Traffic Injury Research Foundation (TIRF) led the partnership with Arrive Alive and The Student Life Education Company, for web implementation and PR. Brewers Association of Canada sponsored it.
What do you think? Would this campaign make you think twice before getting in a car with someone who had been drinking irresponsibly, or letting someone drive home from your place after a few?
The rest of the campaign brings further challenges: Planning ahead not to drink and drive, not letting young drivers get distracted driving drunk friends around, and the career limitations of conviction.