June 17, 2009
FREDERICTON (CNB) - The highway safety public awareness campaign of the Department of Public Safety has received two awards.
The television and radio campaign, Be ... safe and sound, won a regional award in the American Association of Motor Vehicle Administrators Public Affairs and Consumer Education (PACE) competition.
This award recognizes public relations, public affairs and consumer education excellence among the motor vehicle, law enforcement and traffic safety agencies throughout North America.
Revolution Strategy, the company that created the advertisements, won a bronze award for the campaign from the Summit International Creative Awards competition, which recognizes excellence in the communications industry.
Be ... safe and sound is a provincewide highway safety awareness campaign that features a series of television and radio advertisements.
Based on research results, two television advertisements were produced: one targeted primarily to the 26-45 age group, and the other aimed at a younger audience. The theme: Drinking and driving doesn't add up.
"We are very proud of this campaign and the recognition we are receiving from these two awards," said Public Safety Minister and Solicitor General John W. Foran. "It gives us more opportunities to get the message out that drinking and driving should never go together."
In addition to Revolution Strategy, the Insurance Bureau of Canada is a partner in the campaign, and it is sponsoring the television advertisements, which are now being shown in theatres across the province.
The advertisements may be viewed online.
MEDIA CONTACT: Daniel Lessard, communications, Department of Public Safety, 506-453-4433.