Allstate Canada blows the whistle on distracted driving in 2011
Research shows that driver distraction is a factor in about 4 million motor vehicle crashes in North America each year. As a leading insurance provider in Canada, and advocate for safer communities across the country, Allstate Canada took initiative to take Action Against Distraction.
With the help of Thornley Fallis Communications, the Action Against Distraction campaign was developed in 2010 to raise awareness of the risks and consequences of distracted driving. Allstate Canada decided to reach out to students, who are just learning to drive, in order to help them develop safe driving habits that would last a lifetime. To get students actively involved in demonstrating that distracted driving is a threat, Thornley Fallis developed a media relations campaign that captured both parents’ and students’ attention.
We developed several events that were held at high schools in Toronto, Montreal and Moncton where students helped “Blow the Whistle” on distracted driving. The teens counted distracted drivers (talking on phone, texting, eating, etc.) at busy morning intersections near their schools.
Together with a media release and Flickr page highlighting results from the school tallies, plus tallies from six Allstate agency managers in other communities across Canada, Blow the Whistle achieved the following results:
- 276 media mentions
- Reach of 53,899,803
The program also won a CPRS ACE Bronze Award of Excellence for Best Use of Media Relations.
What are some of the craziest driver distractions you’ve seen?