Alberta traffic safety OOH campaign hits men where it counts

by all | 17 April 2013 4:46 pm

Montreal-based Zoom Media has teamed up with Alberta Transportation’s office of traffic safety for an out-of-home (OOH) advertising campaign designed to help get distracted drivers’ eyes off of their smart phones and back on the road.

Under the guidance of Red, a marketing agency, the poster-based campaign also includes ‘talking’ urinal pucks in men’s restrooms in restaurants and bars that warn how dangerous it is to text while behind the wheel.

“This medium is a perfect fit for our message, because it allows us to catch our audience mimicking the same distraction we’re attempting to fight,” explains Ryan Kelly, executive creative director of Red. “The unexpectedness of someone calling you out on your crotch fascination was too good to pass up!”

With this metaphor in mind, the campaign uses cheeky audio messages like, “Maybe if you left it alone for a few seconds, we would all be a lot safer,” and, “It’s fine to do it here, but it can kill behind the wheel.”

Since Alberta’s distracted-driving law came into effect in late 2011, there have been more than 19,000 convictions, the vast majority for using handheld phones.

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Source URL: https://www.signmedia.ca/alberta-traffic-safety-ooh-campaign-hits-men-where-it-counts/

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