Experiential Marketing
Guerilla, Street & Viral Marketing
Quebec is an unusual place where drivers do not stop at crosswalks with people waiting to cross. This issue has unfortunately resulted in over 200 injuries across the province, in the past few years alone. To address this situation, the Société de l’assurance automobile du Québec (SAAQ) has innovatively transformed a few crosswalks into pop-up barricades, or “crossing fences” to get drivers to stop and realize that crosswalks are there to protect pedestrians. Using vehicle detection sensors, the yellow crosswalk lines on the street automatically rose upright when a car was approaching, but only if there was a pedestrian waiting to cross.