Road Safety

Young Drivers - 2010 Spring Campaign
“Speeding, Too High a Price to Pay!”

Following its success in 2009, the SAAQ takes the “Speeding, Too High a Price to Pay!” campaign back on the road. This field operation aims to remind young drivers aged 16 to 24 that speeding can cost them dearly, both socially and legally.

From June 4 until July 2, 2010, a “convoy” and a ten-member youth squad will visit eight cities in Québec: Rimouski, Rivière-du-Loup, Québec, Montréal, Chicoutimi, Sherbrooke, Trois-Rivières and Saint-Éphrem-de-Beauce. They will set up near fifteen bars or festive events attended by local youths. The “convoy” is made up of four tow trucks, each carrying a vehicle – including  one that was severely damaged in an accident – along with a sign that provides information about the offence committed by the driver.

New for 2010: A “vox pop” vehicle. Young visitors can sit in the driver's seat of an accident damaged vehicle and experience what an accident feels like with an audio soundtrack that reenacts the event. Their reactions are recorded by an in-car camera and in an interview held immediately after the activity.

In each city, the operation begins in the morning in front of NRJ studios, with the media invited to attend. During the evening, the “convoy” makes its way to a youth-oriented event. Squad members hand out packs of gum featuring the campaign's visual design to make young people think about their behaviour on the road.