Sierra Club promotes Car-Free Day
The Sierra Club will conduct a one-day public service announcement campaign in Toronto today to promote "Car-Free Day." The television, outdoor and online ads encourage residents of the city to use alternative forms of transportation today and to consider the effects that car emissions have on the environment. The creative includes five posters displaying a red circle with a diagonal slash over various car parts. The posters will be displayed and distributed in downtown garages and office buildings. A 15-second television commercial called "Tire" depicts the air being released from a tire accompanied by the sound of a person exhaling. The ad ends with the copy, "The less we drive, the better we breathe. Leave your car at home on September 20th." The ad will air on CBC, Omni Television and Sun TV, as well as on video screens in Dundas Square and TTC station. In addition, a display of 500 car keys will be installed at Dundas Square to represent people who choose not to drive today. The print ad depicts a forest made of air fresheners along with the copy, "Think about the environment outside your car. This ad will run in Now magazine. Banner ads and streaming video of the TV commercial will run on Nowtoronto.com, Carfreeday.ca and Supernova.com. The campaign was developed pro bono by Downtown Partners. Media placement was handled by OMD Media. "The creative grabs people in a way to make them think twice about the impact that cars have on the environment," said Dan Pawych, creative director at Downtown Partners. “It does it in a way that's subtle yet impactful and drives home the Car-Free day message in a unique and compelling way."