With Alberta’s oil industry booming, Highways 63 and 881 have become busy routes over the last decade for those heading to and from the fields. As a result, there have been 183 fatalities and hundreds more vehicle-related injuries since 2003. As a way to drive home the reality of these tragedies and provide tips on how to prevent more from happening, DDB’s Edmonton office created a gamified map for road safety organization Coalition for a Safer 63 and 881. As the user picks up kilometres on the virtual road, a counter displays a new body every time they drive past a site of an accident that has happened in the last 10 years, with pop-ups describing the details of the crash. The map also provides safety tips as hazards appear, leading to what will hopefully be a time when drivers don’t need to be reminded that texting while driving and not being aware of wildlife can be fatal mistakes.

Credits:

Brand: Coalition for a Safer 63 and 881
Agency: DDB Canada Edmonton