SGI goes Hollywood with new campaign
Nov. 1, 2010
Rob Dean from the Regina Police Service, Doug Coleman from the RCMP, Katie Betker from SADD Saskatchewan and Minister responsible for SGI Tim McMillan all helped kick off SGI's latest ad campaign.
SGI and Students Against Drinking and Driving (SADD) hope that the newest blockbuster trailer to hit theatres will also be a smash hit among young people. Minister responsible for SGI Tim McMillan today unveiled an innovative new movie-trailer style ad campaign. The goal of the campaign is to engage young people in discussions about the important issue of drinking and driving.
The ad, called The Decision, will play at Saskatchewan movie theatres and features a cliff-hanger ending. After watching The Decision, viewers are encouraged to go online and finish the story to win prizes for themselves and their school.
"Young people don't use the same media sources they did a few years ago. They do a lot more movie watching, social networking and spend more time online," McMillan said at the launch of the new ad campaign in Regina. "SGI is promoting The Decision not only in theatres, but on television and with a website and social media. By having an ad campaign that not only appeals to youth, but asks them what they think happens at the end of the story, it engages them and makes them consider their actions when they're drinking."
Young drivers make up only 8% of all drivers in Saskatchewan, but they represent 16 per cent of all those fatally injured in alcohol-related collisions. SGI statistics show that last year in Saskatchewan there were 234 alcohol-related collisions involving drivers under 19 years of age, resulting in eight fatalities and 175 injuries. Research shows that this age category is hard to reach with typical public service and ad campaigns.
"This is a really good approach to this issue," Students Against Drinking and Driving (SADD) President Katie Betker said. "At first viewers will think it's a movie preview, but once they relate to the characters and see it's asking them what they think about the consequences of drinking and driving, they'll start to think and talk about it."
The Decision is in theatres and online now, and will appear on television in January 2011. It's also available for viewing at www.thedecision.ca. The ad campaign will conclude in March 2011 when prize winners are announced and the ending of the movie trailer is revealed.