In 2014, road safety goes way beyond respecting speed limits and common driving rules. With a strong focus on safety, our client Ford Motor Company put together the Driving Skills for Life program, an initiative designed to teach teenagers about the dangers of distracted driving and equip them to handle other potential perils on the road.
With that in mind, senior high school students from all over Peel Region were invited by Ford to a two-day event allowing them to develop new skills that will help them in real-life situations. Riding with a professional driver in a controlled setting at Brampton’s Powerade Centre, the young drivers made their way to a closed road course set up to teach them about what happens when they try to text-and-drive, how to handle vehicle fish-tailing, and maneuvers to avoid unexpected obstacles on the road.
For the occasion, NATIONAL joined forces with the Ford Grassroots and Dealer Relations team to ensure the event generated the amount of media coverage it deserved.
Canada AM’s Beverly Thomson and her team filmed a pre-taped segment the day before the event, with the host behind the wheel of a Ford Focus. On the day of the event, our colleagues were on-site before the sun was up to coordinate multiple live-eye segments with CHCH and CP24, as well as interviews with Ford spokespeople on CBC News, CTV News, Toronto Star, Globe and Mail, National Post, Mississauga News, Brampton Guardian, Driver Magazine and Canadian Auto Dealer Magazine. Our crew also created social assets featuring our two student ambassadors, Alex and Michael.
Thanks to their relentless tenacity, strong relationships with media outlets and boundless creative energy, our team successfully achieved its mission and secured overwhelming media coverage for such a powerful and successful initiative.