The Winnipeg Police Service (WPS) is committed to reducing the cost of collisions to our society through traffic safety enforcement and education. Argyle developed the Just Slow Down multimedia campaign to help the WPS increase road safety with education and awareness around speeding and photo enforcement. The campaign is a continuation of the existing Just Slow Down brand. Our creative strategy needed to overcome some drivers’ perceptions that traffic cameras are a “cash grab” and do not improve road safety. Argyle’s campaign used bright, crisp and engaging animated videos as the campaign centrepiece from which other creative flowed. We used positive and fun messaging to engage and appeal to audiences’ common sense around the safety and financial benefits of not speeding. Informed by audience insights and analysis, the videos demonstrate the scientific reality of how speeding affects a vehicle’s stopping distance and the commonsense truth of how people can avoid the cost of speeding tickets. From our research, we knew that the majority of Winnipeggers support photo radar and know that slowing down reduces collisions and insurance claims. The animated spots were a departure from previous live-action creative and gave us flexibility to speak to different segments of our target audience: (1) for those who support photo enforcement but might speed anyway, one video demonstrates the drastic difference in stopping distance using two vehicles travelling at different speeds; and (2) for those who are anti-photo enforcement, a second video humorously plays on the age-old human desire to save money or make a fast buck. We also built a new Just Slow Down website that was launched in conjunction with the campaign. All materials included a call to action to visit the website to learn more about how photo enforcement is working to improve road safety.
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