SGI uses ‘movie trailer’ to engage youth in talks about drunk driving

SGI has teamed up with Students Against Drunk Driving (SADD) to launch a movie-trailer style ad campaign that also leverages social media to engage young people in discussions about the dangers of drunk driving.
The ad, called The Decision, will play at Saskatchewan movie theatres and features a “cliff-hanger” ending. At the end of the ad, viewers are encouraged to go online and finish the story to win prizes for their school.
The Decision will also be promoted through a television advertisement campaign in January 2011. It can also be viewed at www.thedecision.ca.
The campaign will continue until March 2011, when the ending of the movie trailer is revealed.