‘Bright Future’ campaign focuses on dark outcome of impaired driving

The creative efforts of two Red River College Creative Communications students are behind Manitoba Public Insurance’s newest campaign aimed at raising awareness about the dangers of impaired driving.

The ‘Bright Future’ campaign ─ which launched this month ─ shows how a person’s bright future can quickly turn dark because of a decision to drive drunk or after consuming drugs. The story line was created by Rhianna Saj and Shannay Smith, who are second year advertising students at Red River.

As part of their advertising class, students were asked to submit road safety messaging ideas for evaluation by their instructor and Manitoba Public Insurance staff. Saj and Smith submitted a made-in-Manitoba concept that was so impressive Manitoba Public Insurance determined it should be developed into the Corporation’s next campaign in the fight against impaired driving.

The dual meaning behind the ‘Bright Future’ theme was particularly clever, as it intertwined a young person’s bright future with the bright lights of arrest and incarceration. It was this thinking that made the theme appealing to Manitoba Public Insurance. Also unique is that the campaign was developed by and for the young people who are most at risk to being involved in impaired driving collisions

“This campaign is about young people engaging their peers to change attitudes about impaired driving,” said Ward Keith, vice-president, Business Development & Communications and chief product officer, Manitoba Public Insurance. “The campaign is intended to change the conversation among young drivers with young people talking to other young people about keeping their futures bright by avoiding the dangers and consequences of driving drunk.”

On average, 25 Manitobans are killed yearly in alcohol-related collisions. Another 160 are injured. Drivers aged 16-24 are involved in more alcohol-related crashes than any other age group, according to Manitoba Public Insurance data.

“We are extremely grateful to Manitoba Public Insurance for providing this opportunity for Red River College’s Creative Communications students to develop a powerful campaign that promotes awareness of impaired driving dangers,” said Graham Thomson, Dean of the School of Business and Applied Arts, Red River College.

“With MPI’s support, and as they near graduation, Rhianna and Shannay are now on the way to their own “Bright Futures” in the communications industry.”

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