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CAA begins distracted driving online campaign

The Canadian Automobile Association has begun a social media campaign intended to raise awareness among new and young drivers about the risks of distracted driving. Developed by M Six, the initiative includes an online game called "Text U L8r" that illustrates the dangers of driving while texting, talking on the phone or eating. It is located at <>.

"We wanted to target youth to remind them of the dangers of distracted driving before they take the wheel for the first time," said Kristine D'Arbelles, manager of public affairs at the CAA. "We also think these young drivers will be paramount in reminding their parents of the importance of staying focused on the road. We sought a media agency partner who understood our objective and had the targeting skills to drive engagement with the market for which we developed the game. We connected with M Six early in our search and the team there embraced our vision right away."

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