SGI’s The Decision wins prestigious awards
June 21, 2011
SGI’s movie-trailer style ad campaign The Decision may not have won an Oscar, but it has been recognized with two top international awards.
SGI, along with its Saskatchewan-based advertising agency Phoenix Group, won a 2011 Gold Summit Creative Award for The Decision. This award recognizes and celebrates creative accomplishments in advertising. The Decision, which promoted impaired driving awareness to youth, was awarded top honours in the Public Service category for its innovative and creative concept, strong execution and ability to communicate and persuade.
The Decision also earned SGI an American Association of Motor Vehicle Administrators Public Affairs and Consumer Education Competition Award. This award recognizes excellence in public information programs among motor vehicle, law enforcement and traffic safety agencies across North America. The Decision placed first in the Private/Public Partnership category, at both the regional and international level, for its creativity and ability to reach its target market with a well-executed and thought-provoking message.
“Congratulations to SGI and Phoenix Group for being recognized for their efforts in engaging young people in discussions about the consequences of drinking and driving,” said Tim McMillan, Minister responsible for SGI. “Not only was the campaign popular among Saskatchewan’s youth, as demonstrated by the 3,400 entries SGI received, to be acknowledged internationally is a great honour for the team of eople that worked on The Decision."
The Decision is a two-part ad campaign that played in movie theatres across Saskatchewan, as well as on television. Part one featured high school student Tyler Blake deciding to drive his girlfriend home after he had been drinking, ending with a cliff-hanger as they got into a crash. It encouraged viewers to go online to finish the story and enter to win prizes. Four students in Saskatchewan each won a $2,500 gift card for electronics and their schools received $5,000 cash. Part two finished the story by showing a possible outcome and consequences of drinking and driving.
The Decision ad campaign was viewed online more than 70 million times by people across Canada and in 35 other countries. Though the campaign ended in April, the ad can still be viewed online at www.thedecision.ca.
Saskatchewan Government Insurance (SGI) is the province’s self-sustaining auto insurance fund. SGI operates 21 claims centres and five salvage centres across Saskatchewan with a head office in Regina. SGI also works with a network of over 400 motor licence issuers across the province. Customers can now do some transactions online. Look for the MySGI link under Online Services on your motor licence issuer’s website or SGI’s website.
Manager of Media Relations