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Overview:
The Insurance Brokers Association of Canada (IBAC) partners every year with the
Canada Safety Council (CSC) to promote awareness of National Safe Driving Week, which falls
on the first week of December. Distracted driving contributes to 22% of fatal collisions and can
include everything from texting and driving to driving under the influence of alcohol and drugs.
National Safe Driving Week is a one-week campaign, and as such, it has a modest media and
production budget. The campaign runs nationally on social media channels. To amplify the
modest budget, we appealed to 105 CSC stakeholders to take part in the 2024 campaign, asking
them to share the campaign creative on their own social channels. These stakeholders are
public and private sector influencers who have worked with CSC in the past and have a stake in
the road safety message.
Entry Description: We sent a simple, one-page letter to these stakeholders via conventional mail. With one powerful twist: we crumpled up the letter before putting it in the envelope. So as soon as the person received the letter, they knew something was up, and they were compelled to open it. This was a simple, smart way to win attention.
Once they uncrumpled the letter, they saw this message: “You can uncrumple a letter. But you can’t uncrumple a life.” The letter went on to ask the recipient to take part in National Safe Driving Week 2024 and help make a difference, by directing them to a link where they could access the campaign creative and share it on their own social channels, helping spread the word.
Impact: We sent this letter to only 105 stakeholders, but it made a big difference in the numbers compared to the National Safe Driving Week 2023 campaign.
2023: Landing page had 15,687 web hits and a total hashtag reach of 402,200.
2024: Landing page enjoyed 18,510 web hits (18% increase) and a total hashtag reach of 479,273 (19% increase)