SGI’s Traffic Safety department annually promotes safe driving habits during the National Teen Driver Safety Week. My team and I were called upon in 2018 to produce an agency-like campaign on a shoestring budget.
We pushed the envelope when compared to the conservative approach SGI had done in years previous and introduced a nasty looking goat to symbolize common bad driving habits.
This goat has baaad habits and makes baaad decisions. He’s Gross, Obnoxious And Thoughtless, and when it comes to being a bad driver, he’s the Greatest Of All Time, He drives impaired, his hoof is too heavy on the gas, and he pays more attention to his French fries and phone than the road.
The campaign include print and digital creative collateral and had the participation of provincial RCMP who handed out safe driver tickets which encourages teens not to be a goat, to drive sober, stay focused and obey the speed limit.
Stop the Goat was a huge success and increased traffic to SGI’s social media channels by encouraging teen drivers to enter a social media contest with a chance to win one of 10 $250 VISA gift cards. All they had to do was ”like” one of SGI’s NTDSW posts on Facebook and/or Instagram.
