- DailyDOOH - http://www.dailydooh.com -

Saskatchewan’s Don’t Drink & Drive Campaign

Captive Audience network, Regina, is running a campaign on behalf of the Saskatchewan Government Insurance on resto/bar washroom digital and static screens across the Canadian province of Saskatchewan.

[1]

The ads are intended to inform the viewer of the many consequences of drinking and driving, without resorting to scare tactics or ‘finger-wagging’.

The campaign creative and media buy is the work of the Phoenix Group, a 25-year-old agency in Regina.

“Research revealed that our audience did not want a dark message from Saskatchewan Government Insurance,” says David Bellerive, vice-president creative services and media at Phoenix Group.

Art work shows false liquor labels with messages about drinking responsibly. The campaign is scheduled to run for a year, with a new, faux liquor ad appearing every few months.

Captive Audience is an independent company that partners with Montreal-based NEWAD as required for client campaigns. It has resto/bar digital and static screens throughout Saskatchewan as well as digital screens in universities.