We’ve all heard the stories about driving on Highway 63 and 881 out of Fort McMurray. The question is…what do we do about it? mkm was tasked by the Coalition for a Safer 63 & 881 to develop a communications and advertising program that would positively influence safe driving behaviours.
Johnston Research conducted an evaluation of potential campaign materials with individuals living on site who commute between Fort McMurray and other points south, professional drivers whose routes included highway 63 and 881 and Fort McMurray residents. During this project we hosted the focus groups in some of the most interesting locations in our history - two different oil sands camps in Fort MacMurray.
Materials being tested included print, billboard, radio and event/site promotions.
Click here to see the final product.