To combat impaired driving, SAAQ created coasters that double as a bus pass

From putting traffic radars on children’s backpacks, to employing a Greek god to talk about the dangers of tired driving, Quebec’s Société de l’assurance automobile du Québec (SAAQ) has always embraced attention-getting creative ideas to deliver its safe-driving message.

But in “Safety Coaster,” its latest campaign warning of the dangers of impaired driving, the organization and agency partner LG2 are taking a more practical approach, creating a drink coaster that also doubles as a single-ride transit pass.

LG2 created 150 of the chip-enabled Safety Coasters, which are being distributed in resto-bars across the province.

“With this unique solution, people across the province can easily enjoy a safe and uneventful journey home,” said the agency in a release.

While 150 coasters isn’t nearly enough to reach all of the province’s revellers, SAAQ is supported the initiative with a video ad running in resto-bars in the province’s four major cities showing them in action and repeating the “never drink and drive” message.

A second out-of-home component targeting cannabis users features a sleeping bag made to resemble a joint, accompanied by the message “If you smoked, stay in bed. No drugs while driving.”

Chris Powell