ICBC targets ‘Dirty Drivers’

The Insurance Corporation of British Columbia assembles a host of online features to drive good driving habits.

Vancouver-based Wasserman + Partners Advertising has teamed up with the Insurance Corporation of British Columbia (ICBC) to launch a new integrated campaign to teach BC residents about safe driving and carbon emission reduction.

Launched early this week, the campaign features a support group of eight fictitious ‘Dirty Drivers’ in TV commercials and online films on Facebook and YouTube, as well as a microsite with driving tips, an emissions calculator and the ‘Dirty Driver’ films, which were directed by Liam Greenlaw, CD at Wasserman + Partners.

‘When we started to identify different dirty driver habits, the offenders actually did sound like members of a support group,’ says Greenlaw. ‘It offered a point of view through humour that may make the viewers realize they might be guilty of a little dirty driving.’