Insurance Bureau of Canada promotes Operation Red Nose
The Toronto-based Insurance Bureau of Canada has begun an advertising and public relations campaign to promote Operation Red Nose, a free designated-driver service that will operate on Friday and Saturday nights through the holiday season in 15 markets in Alberta, Ontario, New Brunswick and Nova Scotia. The inebriated in these markets can use the service to request volunteers to drive them home in their own vehicles. The PR campaign is taking place in all four provinces, while advertising is taking place in all but Alberta. The initiative will run from November to January, peaking in December. The creative, produced by The Gabor Group, makes use of a Rudolph character. “The creative strategy is to try and make people feel good about volunteering or using the service, not to shame them into it,” said Agota Gabor, president of The Gabor Group. “Using Rudolph’s red nose as a common design element in all ads, we developed a four-phase campaign with creative that is fun and inviting, in keeping with the holiday spirit.” The first phase of the campaign in November consist of newspaper ads designed to encourage volunteer drivers. The second phase, which will begin in December, will encourage the use of the service. It will consist of print and transit shelter ads featuring slightly blurry headlines, as well as radio commercials. A separate campaign encouraging responsible alcohol use will run at the same time in Ontario and Atlantic markets that do not offer the Operation Red Nose service. The final phase of the campaign, in January, will consist of an animated 30-second television commercial and newspaper ads thanking volunteers. Media buying is being handled by Media Dimensions of Toronto.