SAAQ road safety advertising (Lg2 era)

strategyonline.ca

Also: Société de l'assurance automobile du Québec road safety campaigns

“Il y a un mort par jour sur les routes du Québec. Aujourd'hui, c'est moi. (2026)”

Quebec's public auto insurer runs year-round road safety PSAs on speeding, impaired driving (alcohol and cannabis), distraction, winter driving and pedestrian safety. Since about 2011 the work has been made by Lg2 and is known for high-impact and stunt executions alongside police enforcement.

Years: 2011–now
Country: Canada
Topic: Alcohol Cannabis Impaired driving Traffic safety
Asks people to: Stop Substitute
Strategy: Fear appeal Humor Policy paired Testimonial
Channel: Events Influencer Outdoor Radio Social (paid)TV
Audience: General public Men Young adults
Cannabis-driving work targets younger drivers (students at Quebec universities in 2021); 2019 cannabis spot shows three young men.

Evidence

Self-reportedUnknown

SAAQ's strategic adviser told Strategy that the PSAs, together with increased police surveillance, helped cut road victims by 35% from 2016 to 2020; no separation of advertising from enforcement. Sponsor figure: 21% of drivers killed in Quebec 2015-2019 had cannabis in their blood. A 2019 crosswalk stunt video passed 3.3 million Facebook views. SAAQ commissions post-campaign surveys (e.g. Léger's 'Vitesse 2010', which predates Lg2; not opened).

Sponsor (who paid)

Société de l'assurance automobile du Québec (SAAQ) Foreign government, funder and creator

Credits (who made it)

Lg2 Creative, 2011- source
BLVD Production, 2017 source
Great Guns (director Olivier Staub) Production, 2020 source
Cossette Média Media, 2026 source
Touché! Media, 2026 source

Executions (individual ads)

Speeding VR experience (Oculus Rift, festival tour) 2017 · events
Cannabis is stronger than you think 2019 · tv
Crosswalk that flips up into a barrier 2019 · social-organic
Endless-loop distracted driving video 2020 · social-paid
Luc Langevin makes car keys disappear (alcohol) 2021 · tv
Chips that 'taste like a car crash' (cannabis) 2021 · influencer
Un mort par jour / One Death a Day 2026 · tv

Sources

Strategy: SAAQ tries to make drunk driving disappear (2021) news · 2021
Strategy: SAAQ's Patrice Letendre goes for cutting edge creativity (Marketers of the Year 2021) news · 2022
Strategy: SAAQ turns road safety statistics into first-person stories (2026) news · 2026
Noovo: Un mort par jour, nouvelle campagne choc de la SAAQ news · 2026
SAAQ: Évaluation campagne vitesse 2010 (Léger) evaluation · 2010

Research notes

Umbrella record for one sponsor-agency relationship; split notable executions into their own records if evaluations turn up. Credits fetched from strategyonline.ca and noovo.info pages 2026-10-22. Lg2 start year inferred: 'working with SAAQ for 10 years' (Dec 2021) and 'une quinzaine d'années' (2026). Agency before Lg2 not identified. The 2010 Léger evaluation PDF URL is from a search result and was not opened. The 35% figure should be checked against SAAQ road safety reports before use.

Record cases/saaq-road-safety-lg2.json, updated 2026-10-22· Link to this campaign