Who: Insurance Brokers Association of Canada, with Agency59 for strategy, creative and media.
What: "Crash Test Humans," a new campaign timed for National Safe Driving Week, an annual partnership between IBAC and the Canada Safety Council to raise awareness of the dangers of distracted driving.
When & Where: The campaign is running across social, coinciding with National Safe Driving Week (Dec. 1-7).
What: "Crash Test Humans," a new campaign timed for National Safe Driving Week, an annual partnership between IBAC and the Canada Safety Council to raise awareness of the dangers of distracted driving.
When & Where: The campaign is running across social, coinciding with National Safe Driving Week (Dec. 1-7).
Why: According to Transport Canada data, there were 1,768 fatalities from motor vehicle accidents in 2021, a 1.3% increase over the previous year. Transport Canada estimates that at least 20% of the deaths—approximately 353 fatalities—are partially or wholly attributable to distracted driving.
How: The creative assets depict crash test dummies as humans, taking them out of the limb-crushing scenarios we're accustomed to seeing them in, and placing them in our world—where they appear in typical social media posts.
"We picked crash test dummies because they are so readily identified with cars and safety," said Agency59's chief creative officer, Brian Howlett. "That allowed us the liberty to take them out of actual driving scenarios. By putting them in the kind of social media poses that are so familiar to people, we created the kind of visual interest that we hoped would stand out on social channels."
And we quote: "It’s easy to get distracted when your family is in the car. That’s why insurance brokers are partnering with the Canada Safety Council to raise awareness of the dangers of distracted driving and encourage parents to put family safety first. The stakes are too high, and no distraction is worth the risk."—Peter Braid, CEO, Insurance Brokers Association of Canada
