The 2009 advertising campaign draws attention to the fact that, contrary to popular belief, impaired driving does not primarily involve repeat offenders. On the contrary, the majority (70%) of convictions for drunk driving are the result of a first offence. Statistics also show that 80% of drivers involved in accidents caused by impaired driving are first-time offenders.
A 30-second television commercial and radio ad will be broadcast on the main French-language television networks and Montréal's English-language radio stations.
Television Commercial
Commercial broadcast on Québec's main French-language television networks from May 25 to June 20, 2009.
Radio Ad
Radio ad broadcast on Montréal's English-language radio stations from May 25 to June 20, 2009.