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S.A.A.Q. Vitesse 2001
Institute of Communication Agencies, Canadian Advertising Success Stories, 2002
2001 campaign to persuade drivers in Quebec to reduce their speed, especially in 90 km/h zones. TV shock-based advertising used, at relatively modest weight.
2001 campaign to persuade drivers in Quebec to reduce their speed, especially in 90 km/h zones. TV shock-based advertising used, at relatively modest weight. Results: 4.5% decrease in casualties due to speed, 15.8% in 90 km/h zones, 30% decrease in accidents with casualties during the July 2001 vacation period, across Quebec the road accident death toll was lowest since 1948. Very high scores for all communication measures. Factors discounted: weather, car buying habits, overall travel rates, any other sociological reason.
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