While British Columbians knew that ICBC provides auto insurance and driver licensing, awareness was low for the work they do to make our roads safer. They asked us to create a campaign to build familiarity. Through testing, we landed on “Safer together” as a core strategic message, driven by the insight that the way we behave on the roads impacts everyone. Our campaign features inanimate objects reinforcing safe behaviour with a dose of lighthearted humour. The campaign line, “Safety takes everyone,” adds to the inclusive tone.
What we did
Messaging, advertising
