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What if speed radars were alive?

It can’t be said enough: it is essential to respect speed limits. The start of the 2020 school year is truly exceptional. With the back-to-school routine compounded by the public health requirements that we all have to comply with, Quebecers are more distracted behind the wheel than ever. In fact, nearly 1 in 10 drivers admit to being distracted while driving.

“The context of the 2020 back-to-school season gives extra weight to this offensive, with more parents encouraging their children to walk or bike to school than ever before. To get them to slow down, we needed to appeal to the imaginations of Quebec drivers, who currently have a lot to think about behind the wheel.”

Luc Du Sault

Partner, Vice-President, Executive Creative Director, lg2

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Raising awareness by making a statement

To address the situation, the Société de l'assurance automobile du Québec (SAAQ) and lg2 came up with an original concept to get drivers’ attention when going through a school zone. Speed radars are attached to the backs of children walking to school. It’s an effective way to catch drivers’ attention and make them instantly understand just how important it is to slow down. The campaign offers a fresh perspective on the critical need to respect speed limits, especially around our schools. The campaign has been widely circulated on the Web.

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Client

The Société de l’assurance automobile du Québec (SAAQ)’s mission is to protect individuals against the risks associated with road use and to contribute to the enforcement of different laws and regulations.