Describing the Insurance Corporation of British Columbia's roadsafety campaign as bold is like calling Mt. Everest tall. Whiletechnically it's true, it doesn't quite do the site justice.(Disturbing and black with humor would suffice.) But if targetingyouths between 18 and 21 generally requires doing something uniquein order to get their attentions, consider ICBC's missionaccomplished.
|The campaign, called “It's No Fun if You're Dead,” features aninteractive web site designed to engage and educate young people onthe consequences of inappropriate driving behavior, according tothe ICBC. Among the features of the site is an advice column calledAsk Death, video footage of zombie-like people playing tennis andchess, and interactive games such as soccer with a not-quite-livinggoalkeeper. All are provided to hammer home the theme of safedriving to young drivers.
|The ICBC, which provides universal auto insurance, driverlicensing, and vehicle registration, reports that car crashesremain the number one killer of youth as well as being a leadingcause 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 makebehind the wheel can kill you and cause you to miss out on all thefun things in life that are important now.”
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