Nissan Canada is helping to make roads safer for trick-or-treaters, bringing back its “Glow Guards” for their third iteration.

Glow Guards – reflective, self-adhesive chevron stickers that can easily be attached to children’s clothing or Halloween costumes – make kids more visible to drivers.

What’s different this go-round for the safety program is that the automaker is partnering with community-based traffic and navigation app Waze. When using the Waze app, a banner will pop up when a user is driving near an area that has been flagged as a “trick-or-treat zone” by members

The Nissan brand has said that safety is a big part of its overall identity and its biggest differentiator. The “Glow Guards,” it has said, are rooted in that safety message. Ken Hearn, director of marketing for Nissan Canada, is encouraging families to visit their local dealership until Oct. 31 to pick up their own free Glow Guards as an extra safety element for their children while they Trick or Treat.

Nissan first launched Glow Guards in 2019, reaching hundreds of thousands of Canadians through traditional and digital media channels, exhausting its supply of stickers at all 210 Nissan dealerships across Canada.

Juniper Park\TBWA did the ideation, while Edelman is supporting the Halloween initiative on the public relations side. Nissan is also doing influencer partnerships to get the word out.