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.
“[The campaign] is straight to the point,” said Laurie Baker, manager of provincial loss prevention. “The bad choices you make behind the wheel can kill you and cause you to miss out on all the fun things in life that are important now.”
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