It’s No Fun If You’re Dead

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It’s No Fun If You’re Dead

ICBC launches new youth-focused road safety campaign

March 3, 2006 – Going to the movies isn’t fun when your date is dead. This is the bold approach behind It’s No Fun If You’re Dead, ICBC’s new road safety campaign targeting youth aged 18 to 21.

In 2004, car crashes in B.C. killed 44 youth aged 18 to 21 and injured more than 7,500. Car crashes remain the number one killer of youth, and a leading cause of accidental death for all age groups. ICBC is committed to countering this trend.

The 2006 youth campaign, launched March 3, is centred on an interactive website, www.nofunbeingdead.com. Designed to engage and educate, the website presents the grim consequences of inappropriate driving behaviour, in a youth-focused manner.

“Youth are bombarded with messages from all fronts. To cut through the clutter, ICBC wanted a message that was edgy and attention-grabbing,” said Laurie Baker, manager of provincial loss prevention.

It’s No Fun If You’re Dead is straight to the point. The bad choices you make behind the wheel can kill you and cause you to miss out on all the fun things in life that are important now.”

From March to May, ads will air on television stations, in movie theatres and be posted in clubs, bars and restaurants. The ads recreate activities involving youth with a dramatic twist, one of the fictional participants is dead – a potential consequence of reckless driving behaviour.

Each year, ICBC invests in a variety of road safety programs targeting all age groups, from child-seat installation workshops to mature driver programs. The 2006 youth campaign is a focused effort to educate a higher-risk age group.

To coincide with It’s No Fun If You’re Dead, RoadSense speakers, sponsored in most areas by the Autoplan Brokers, will be traveling around the province to share their stories with youth of how a crash has dramatically changed their lives.

ICBC believes reducing crashes on B.C. roads makes sense. It saves lives, decreases injuries and helps to keep rates low and stable by reducing claims.

Visit www.nofunbeingdead.com to see ICBC’s latest innovative approach to reach youth with a serious message.

About ICBC

The Insurance Corporation of British Columbia (ICBC) is a provincial Crown corporation established in 1973 to provide universal auto insurance to BC motorists. In addition, the Corporation is responsible for driver licensing, vehicle registration and licensing. For more information, go to www.icbc.com.