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Road Safety
2009 Campaign – Courtesy Feels Good!
In June, 2008, the Société de l'assurance automobile du Québec (SAAQ) broadcast its first advertising campaign to promote courtesy on the road through two television commercials and a radio ad. The campaign encouraged road users to be more courteous to others and share the road. “Let someone else go first – it'll make your day! Courtesy feels good!” was the message, delivered with a positive and inspiring tone.
The campaign had a lot of success with the public. In a survey conducted after the 2008 campaign, 95% of the respondents indicated that the ads got them thinking about courtesy on the road and its benefits. Moreover, 86% maintained that after viewing the ads, they shared the road even more with others. The SAAQ has therefore decided to rebroadcast both television commercials and add a new situation featuring a heavy vehicle driver and a motorist.
The code of conduct promoted by the campaign is simple:
- make eye contact before carrying out a manoeuvre;
- signal your intentions;
- give others enough space and time to complete their manoeuvre;
- express your appreciation.
Courtesy feels good!
TV Commercial
Both ads will be broadcast on all French-language stations from June 22 to July 19, 2009.
Let a heavy vehicle go first and... a motorist (in French)
Let a pedestrian go first and... a cyclist (in French)
Radio Commercial
A 30-second message, broadcast from June 22 to July 19, 2009, by the main Montréal English-language radio stations.
