Société de l’assurance automobile du Québec – Road Safety Year

After six years of rising numbers of road accidents in Quebec, and with the estimated cost of unsafe behaviour on the province's roads reaching some $4 billion a year, the government decreed 2007 as Road Safety Year.
Agency: Amalgame Créativité Stratégique

Société de l'assurance automobile du Québec – Road Safety Year

Gold: Category: Events, Seasonal and Short-Term

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): March–April 2007Start of Advertising/Communication Effort: February 2007Base Period for Comparison: Historical trends

After six consecutive years of increasing numbers of victims on Quebec's roads, the Government of Quebec decreed 2007 as Road Safety Year in order to raise awareness among Quebecers about the province's poor road safety record and reduce the number of accident victims.

Lowering the number of motor vehicle accident victims in Quebec is a major challenge....

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