Desjardins presents Driving to the Edge by Paul Arcand
In the last 5 years, 725 young people aged 16 to 24 died on Quebec's roads. As many as 2,623 others suffered serious injuries, trauma, or permanent damage.
After making this sad realization and with a desire to increase awareness among young people about the dangers of reckless driving, Desjardins has decided to become the main sponsor of Paul Arcand's film, Driving to the Edge*. The film, produced by Denise Robert (Cinémaginaire) and distributed by Alliance Vivafilm, was shown in 65 Quebec theatres in spring 2012. Now, it is available on DVD.
"This film goes straight to the heart, delivering a troubling message that really hits home. It goes beyond numbers and statistics by telling the true stories of people who've lived through horrible events – events that are sadly a daily reality. That's why it's so important to keep repeating the 'drive safely' message over and over again," explains Sylvie Paquette, President and Chief Operating Officer of Desjardins General Insurance Group.
MaMission.com: Canada's cutting-edge technology for online campaigns
In connection with the film, Desjardins has produced an awareness video, available at MaMission.com (website in French only). Already 25,000 people have had the uniquely interactive viewing experience.
The MaMission.com campaign is based on a combined use of the Web and an interactive voice server (IVR Interactive Voice Response) and is a first in North America. The driver on screen calls you from his cell phone and talks to you in real time when you answer the call.
Watch how the video was made on MaMission.com and share it online. It's an effective way of informing your loved ones about the importance of driving safety.
* The English film is a subtitled version of the original French, entitled Dérapages.