Road Safety

Operation Snow Removal

This year, the Société de l'assurance automobile du Québec is launching its first advertising campaign about snow removal. This campaign encourages road users, more specifically pedestrians, to stay back from snow removal trucks and equipment during snow removal operations. These vehicles have many blind spots which can make them difficult to manoeuvre. They need more room to do their work.

Television commercials, which will appear on the French-language television networks until February 28, 2010, feature several vehicles plowing snow during a snow removal operation. Various trucks can be seen busily clearing the screen to a lively musical soundtrack. An off-screen voice calls on road users to stay back from snow removal trucks and equipment for their own safety because they need plenty of room to do their work.

The media strategy features both awareness and tactical components. Advertising based on the tactical component will only be aired during snow removal operations. Thus, different television commercials will be broadcast depending on the component. A print ad will be published in certain Montréal dailies during snow removal operations (tactical component). An English-language radio ad will be broadcast until January 3, 2010 and an editorial ad will be published in all Québec French-language newspapers on January 9, 2010.

For your own safety during snow removal operations this winter, be vigilant and stay back.

Television Commercials - Be careful. We're plowing through.

Radio Ad

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