Fries Kanetix

Kanetix calls for a pledge against distracted driving

Kids, food, talking and texting take focus off the road

Insurance comparison website Kanetix.ca has launched a social media campaign to educate people about the dangers of distracted driving.

The company learned that distracted driving contributed to more road fatalities than both speeding and impaired driving in Ontario last year.

“We were really shocked to find that out, so it got us thinking about how we could raise awareness for distracted driving,” said Leonie Tait, marketing manager at Kanetix.ca.

While texting and driving is a well-known distraction, others can be just as dangerous: a Kanetix survey found that 89% of Canadians feel children in the car can be a distraction, 39% eat or drink behind the wheel, and 7% admit to applying makeup while driving.

At DistractedToDeath.com, people are asked to take a pledge (via Twitter, Facebook and Google Plus) to not drive distracted. For each pledge, Kanetix will donate $1 towards educating teens about the dangers of distracted driving. The goal is to raise $10,000 for Teens Learn to Drive, a non-profit that focuses on reducing death and injuries from auto accidents.

“The campaign is designed to make people stop and think about all those distractions that can put you at greater risk for having a collision, whether it’s your kid crying in the back seat, changing the radio station, or inputting directions into your GPS,” said Tait. “We hope that the pledging component and social component makes people listen and share [the message] with their social communities. We really need to start making distracted driving something that is just not acceptable.”

The campaign, which was created in-house, is being promoted via social channels, as well as digital and print ads. A street event will be held on Sept. 5 in Toronto, where teams will raise awareness for the cause and ask people to take the pledge.

BlueSky Communications is handling PR.

Advertising Articles

OLG highlights contributions to the province in new campaign

Gaming corporation says it's about more than lotteries and games with "All For Here"

Marketing’s Best of Show winners – a retrospective

From Viagra to McDonald's, a look back at the last five winners of this top award

Looking for a celebrity endorser? Try Liam Neeson

Nielsen survey looks at the effectiveness of celebrity pitchmen and women

La Roche-Posay sheds light on the perils of sensitive skin

L'Oréal Canada brand enlists model Jessica Langlois to share her story

Sport Chek pens a runner’s manifesto

Retailer continues its "All Sweat Is Equal" campaign with a new agency

From street to store, Nespresso tries to woo Canadians

Effort targets consumers that gravitate towards higher-end coffee chains, brands

Kraft Singles plays mind games in online effort

Cheese brand introduces "A craving is a powerful thing" tagline

Sport Chek and Sid Lee part ways, Rethink steps in

Rethink Communications takes over retailer's "All Sweat is Equal" campaign

McDonald’s tricks consumers with ‘salad society’ pop-up

Fast food chain creates a fake restaurant brand to get consumers to try its salads