think and drive
Road Safety Campaign

In response to the high number of serious and fatal vehicle collisions on Niagara roads, the Regional Niagara Road Safety Committee hired Pier 8 Group to develop a road safety campaign. Our theme was “Think and Drive — a second is all it takes.” This slogan reminds everyone that an accident can happen in a split second — but it can also be avoided if drivers are aware of their own risky driving behaviours.

Our integrated marketing campaign employed multiple media channels including radio and newspaper advertising, media relations, public events, social media, a website and the distribution of printed materials. During the 15-month period that the campaign ran, the number of vehicle collisions on Niagara roads fell by 6%. The number of fatal collisions fell by 20%.