Public Safety

Highway safety campaign wins award (10/02/02)

NB 143

Feb. 2, 2010

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(Multimedia)

FREDERICTON (CNB) - A highway safety awareness campaign featuring a series of television and radio advertisements has received its third award. The Department of Public Safety's Be...safe and sound campaign won a MarCom platinum award.

The MarCom awards are part of an international competition, administered and judged by the Association of Marketing and Communication Professionals. The award honours outstanding achievement and service to the communications profession and contribution to public service.

"We are very proud of this campaign and delighted to receive this prestigious award," said Public Safety Minister and Solicitor General John W. Foran. "This recognition gives us more opportunities to spread the word that people should never drink and drive."

Two television advertisements were produced, one targeted primarily to the 26-45 age group, and the other aimed at a younger audience. The theme of the advertisements was: Drinking and driving doesn't add up.

In 2009, the campaign won a regional award in the American Association of Motor Vehicle Administrators' Public Affairs and Consumer Education competition. Revolution Strategy, the company that developed the advertisements, won an award for the campaign from the Summit International Creative Awards competition.

The New Brunswick Chiefs of Police and the Insurance Bureau of Canada (IBC) are partners in the campaign. IBC sponsored the television advertisements, which were played in movie theatres throughout the province in 2009.

The advertisements may be viewed online.

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MEDIA CONTACT: Meghan Cumby, communications, Department of Public Safety, 506-444-5267.

10/02/02