Conjuring up spirits for the SAAQ’s new ad campaign

Conjuring up spirits for the SAAQ’s new ad campaign

The Société de l’assurance automobile du Québec (SAAQ) is launching a new campaign in CEGEPs using new technology to remind students of the consequences of risky behavior.

The SAAQ uses a device hidden behind one-way mirrors to project a 3D video which aims to challenge the way of thinking of passengers in vehicles.

The video, triggered when a presence is detected in front of the mirror, features the ghost of a young man who explains that he died in an accident and his regrets of not having warned the driver about his risky behavior.

The device will be installed in the bathrooms of the CEGEPs.

By the end of November, the new campaign, at a cost of $ 130,000, will have been seen in two dozen CEGEPs

According to the SAAQ, road safety records have improved in the population. However, road accidents remain the leading cause of death among young people aged 16 to 24 years old. Youth continues to be overrepresented in the number of victims. They represent 10% of licence holders, but are involved in 23% of accidents with injury.

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