In an attempt to educate drivers in the province on the dangers of impaired driving, Saskatchewan Government Insurance (SGI) has launched a new ad campaign.
The ad campaign, called “Knock on the Door,” depicts a family opening its doors to police officers, who then deliver the news of a relative’s death at the hands of an impaired driver.
A TV spot for the ad has been launched, along with a second ad featuring real-life testimonials from Saskatchewan first responders who have witnessed first-hand the aftermath of impaired driving accidents.
“That knock on the door is something far too many Saskatchewan people have had to experience,” SGI minister Joe Hargrave said in a release. “It represents the moment a family is torn apart, and it leaves a wound that will never fully heal. Impaired driving takes lives, breaks hearts and shatters families, and it’s why SGI is launching a new awareness campaign – to help save lives and prevent families from experiencing that unnecessary pain.”
Impaired driving continues to be the leading cause of fatalities on Saskatchewan roads. Last year, 39 people died and 357 were injured in impaired driving-related accidents.
“This campaign is hard-hitting and heartbreaking, and it’s necessary,” Hargrave continued in his statement. “We need to make better decisions – to never drive impaired and plan a safe ride home every time, to prevent these senseless tragedies. We are grateful to the first responders who shared their stories in this ad, and to the families who continue to support our efforts against impaired driving.”
CTV News reported that the campaign runs until the end of October.
