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Insurance Corporation of British Columbia conducts designated driver campaign

The Insurance Corporation of British Columbia is conducting an out-of-home campaign intended to promote the use of designated drivers. The campaign, developed by Wasserman & Partners Advertising of Vancouver, makes use of heat-activated decals placed in urinals in various BC bars. When exposed to urine, the decals display a message informing the consumer that it is too late to be a designated driver. According to the company, this is the first time this technique has been used in BC. The campaign also makes use of posters and mirror decals in women's washrooms. "We felt that if we could catch them in a really bold way, they would go back and talk to their buddies about it," said agency creative director Liam Greenlaw. "That way we could generate some conversation about it as well." The campaign will run until the middle of October.

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