In Canada’s fight against drunk driving Québec is one of the hardest-working provinces, with thorough, well-enforced laws and good anti-DUI education. Recently Québec’s society of auto insurers (SAAQ) prepared a new TV, Web and radio campaign to discourage drunk driving.
The ad is not of the scare-and-gore variety. Rather, with typical French Canadian dry humor, it reminds drivers that “we feel the effects for a long time” (“on ressent les effets longtemps”) after a drunk driving conviction.
For those not fluent in French, the ad presents the following five situations:
- The breathalyzer test.
- A man says to his hockey teammate, who stands idly in the locker room: “You’re here just so I can give you another ride!”
- A woman says to a man at the airport,” You won’t be able to go to the US.”
- A man says to a job applicant, “I’m not hiring you.”
- A child says to his father, “Dad, why don’t you drive me around anymore?”
Each situation is punctuated with a vivid reminder of what it feels like to suffer the consequences of a drunk driving conviction again and again.
In the last few years in many countries we’ve seen ads which appeal not to a sense of fear or responsibility, but to a much more mundane desire to keep one’s life simple. There’s no doubt that, in Québec and elsewhere, a DUI complicates one’s life. To make the point, this ad really pours it on. Bravo to SAAQ and those responsible for making it.