2010 feature articles

For announcements about SGI activities, community involvement, safety and projects.

What happens after 'The Decision'?

Nov. 1, 2010

You tell us.

SGI's latest ad campaign challenges young people to really think about the consequences of the decision to drive after drinking.

'The Decision' is a movie trailer-style ad that runs during the movie previews in Saskatchewan theatres. It features a cliffhanger ending, and high school students are asked to submit their ideas on how the story ends. In March, SGI will randomly draw four entries that will each win a $2,500 electronics package for the student plus $5,000 cash for their school.

For details, visit The Decision website. Watch the trailer. Finish the story. Win the prizes.

Targeting youth

Through the responses submitted, SGI is hoping to gain insight into what young people think and know about drinking and driving. Research shows that young people tend to find traditional public safety messages lame and that typical methods of sharing this information don't reach them. That's why SGI is trying this innovative and interactive approach.

SGI is targeting young drivers as they continue to be over-represented in statistics for impaired driving related crashes; young drivers represent 16% of those fatally injured in alcohol-related collisions, even though they make up only 8% of all drivers in the province.

SGI partnered with local company Partners in Motion to produce the commercial with teens in mind. SGI's ad agency, Phoenix Group Advertising, also worked to provide advertising locations for the ad that youth would be likely to access.