Arrive Alive is a registered charity that strives to eliminate impaired driving in Ontario. Recently, the organization paired up with Toronto ad agency Cossette Communications for a campaign to raise awareness for drinking and driving.
The Arrive Alive campaign uses ambient advertising techniques. The piece focused on areas in Toronto that had streets lined up with bars and placed signs that were labeled "Funeral" on people's cars parked in front of these venues. The lineup of cars looked like a funeral procession. The idea was pretty clear. If you drive drunk in this car, it may just lead to your death.
The campaign was first issued in March during St.Patty's day and it will continue to go on for the remainder of the summer.
Funeral Scare Tactics
Arrive Alive Uses a Funeral Procession to Stop Drinking and Driving
Trend Themes
1. Ambient Advertising - Opportunity for brands to use unconventional, creative methods to engage with their target audience and raise awareness.
2. Drinking and Driving Awareness - Growing emphasis on campaigns and initiatives aimed at educating the public about the dangers of drinking and driving.
3. Charitable Partnerships - Increasing collaboration between charities and ad agencies to create impactful campaigns that bring attention to important social issues.
Industry Implications
1. Advertising - Opportunity for ad agencies to develop innovative and attention-grabbing campaigns for their clients using ambient advertising techniques.
2. Automotive - Potential for car manufacturers to collaborate with organizations like Arrive Alive to raise awareness about the consequences of drunk driving and promote safe driving practices.
3. Nonprofit - Charitable organizations can explore partnerships with ad agencies to create powerful campaigns that address social issues and drive behavioral change.