CAA Worst Roads

Since 2003, CAA’s Worst Roads campaign has been a grassroots movement to improve road infrastructure and safety. By crowdsourcing nominations for the most problematic roads, it empowers Ontarians and Manitobans to advocate for change. But in 2024, nominations had dipped, and the campaign needed a refresh.



To reignite interest, we focused on the everyday frustrations of bad roads—spilled coffee, dropped groceries, a cyclist’s water bottle tumbling to the ground. These small, relatable moments made the need for better roads undeniable. Through a mix of digital, social media, PR, and out-of-home placements, the campaign sparked conversations and drove action. By driving record participation rates to the website, Worst Roads proved it’s more than a campaign—it’s a movement for safer, smoother roads