New SGI campaign focuses on preventing impaired driving

After a fun night out, it’s important to keep that fun going by ensuring you have a safe ride home.

That’s the message from SGI’s new impaired driving ad campaign. It kicks off SGI’s November Traffic Safety Spotlight.

The campaign focuses on prevention rather than the tragedy of impaired driving.

Prevention is an important message for SGI’s Barbara Cross, who has been with the company since the ’90s.

SGI’s Barbara Cross said it’s important to take care of yourself and ensure you get home safely, but also to look out for loved ones. (Nicole Garn/980 CJME)

She said impaired driving is a serious issue in Saskatchewan, but there has been some improvement.

“In the last five years, there’s been fewer collisions, injuries and deaths from impaired driving on our roads than ever before,” she said.

But impaired driving is still the leading cause of collision fatalities on Saskatchewan roads.

“On average, 34 people lose their lives every year in Saskatchewan because someone chose to drive impaired,” Cross said.

She’s glad the number has gone down but said it is still unacceptable, since those lives lost could have been prevented.

The ad campaign focuses on two friends heading to a house party. Before they walk in, they chat about how they will get home at the end of the night.

Their options include a taxi, the transit system or calling a friend or loved one to be their designated driver.

“Every single impaired driving collision is preventable,” said Minister Dustin Duncan at the SGI event. (Nicole Garn/980 CJME)

Dustin Duncan, the minister responsible for SGI, is proud of the message the ad sends.

“It’s positive (and) it’s lighthearted, but it has a clear message that will resonate with the public,” he said. “This campaign will serve as a friendly reminder that if you choose to celebrate with alcohol, cannabis or anything else that impairs you, it’s important to remember that you have an option, that you have options to plan a safe ride home.”

The ad features a song from Great Big Sea, “When I’m up (I can’t get down).” Duncan explained the lyrics from the song.

“One of the lines from that song says, ‘Put your trust in me, and we’ll keep the good times rolling.’ That sounds like a perfect motto for a designated driver, bus driver, taxi, ride share or designated driving service or a friend or loved one,” he said.

Duncan emphasized the importance of making a plan before the night begins.

“Stop and plan how you will get home at the end of the night, while you’re still thinking clearly and can make a responsible decision. It’s one of the best things you can do to ensure that you make it home safe,” he said.