ICBC Launches New Graphic Youth Campaign /Contest
By 250 News
Friday, March 03, 2006 11:18 AM
one of the graphic posters designed for ICBC's new campaign
It’s no fun if you’re dead . That's the message from ICBC's new campaign and contest aimed at young drivers.
Car crashes remain the number one killer of youth, and a leading cause of accidental death for all age groups. In 2004, car crashes in B.C. killed 44 youth aged 18 to 21 and injured more than 7,700.
The new campaign is centred on an interactive website, www.nofunbeingdead.com
“Youth are bombarded with messages from all fronts. To cut through the clutter, ICBC wanted a message that was edgy and attention-grabbing,” said Laurie Baker, manager of provincial loss prevention. “It’s no fun if you’re dead is straight to the point. The bad choices you make behind the wheel can kill you and cause you to miss out on all the fun things in life that are important now.”
Is the campaign too graphic, too irreverant? ICBC's Marketing and Communications person, Alyson Gourley-Cramer, says "We know it is a sensitive topic, that is why we are going after it in this way. These edgy commercials also have a positive message, that we want you to be around to share all the good things in life, all the fun things, because as parents, family and friends, we care about you."
Posters, t-v ads (click here to see the t-v/trailer ads), pod casts are all part of the campaign and ad material is being presented in areas highly visible to youth, like the college and university student newspapers, movie trailers, and the web site.
There is also a contest.
The contest utilizes leadership students in high schools from Williams Lake to Prince Rupert who will take over their school’s PA system, asking road safety questions and directing kids to the website for answers. Locally, they can win hoodies and touques; provincially they have a chance at a home theatre system, PlayStations, IPod Nanos, and an Xbox 360, with prizes totaling approximately $10,000.
The campaign runs through to May.
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I also dislike sites which ask me to read something and I can't fast forward using my scroll mouse. If web desingers want to use flash, I wish they would learn how to use it without reducing functionality.
I can also only "see" parts of the site because I have set my computer to not allow pop-ups.
I wonder how many of the 16 to 21 group this is aimed at will read the disclaimers? ...
Will it be effective? How effective was the campaign of about a decade ago when they presented, I believe, actual footage of accident results.
Interesting how they have restricted access to entering the contest. No on line system to enter. The old paper method or cell phone.
Certainly no shock value for me. The older one gets the less risk they tend to take. But maybe the youth of today is more eaily shocked.
So is the rest of the population now going to be inundated with posters and tv ads with these people that look like they did themselves in with a drug overdose rather than being crushed by collapsing metal? At least portray them the way they look when extracted from a car crash.
http://ffw-forchheim.de/info7/info_261.jpg