Describing the Insurance Corporation of British Columbia's road safety campaign as bold is like calling Mt. Everest tall. While technically it's true, it doesn't quite do the site justice. (Disturbing and black with humor would suffice.) But if targeting youths between 18 and 21 generally requires doing something unique in order to get their attentions, consider ICBC's mission accomplished.
The campaign, called “It's No Fun if You're Dead,” features an interactive web site designed to engage and educate young people on the consequences of inappropriate driving behavior, according to the ICBC. Among the features of the site is an advice column called Ask Death, video footage of zombie-like people playing tennis and chess, and interactive games such as soccer with a not-quite-living goalkeeper. All are provided to hammer home the theme of safe driving to young drivers.
The ICBC, which provides universal auto insurance, driver licensing, and vehicle registration, reports that car crashes remain the number one killer of youth as well as being a leading cause of accidental death for all age groups in the province.
Recommended For You
Want to continue reading?
Become a Free PropertyCasualty360 Digital Reader
Your access to unlimited PropertyCasualty360 content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- Breaking insurance news and analysis, on-site and via our newsletters and custom alerts
- Weekly Insurance Speak podcast featuring exclusive interviews with industry leaders
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical converage of the employee benefits and financial advisory markets on our other ALM sites, BenefitsPRO and ThinkAdvisor
Already have an account? Sign In Now
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
