The latest drunk driving awareness campaign from Manitoba Public Insurance is the brainchild of a pair of Red River College Students.
Rhianna Saj and Shanney Smith, second-year advertising students, presented their idea to MPI in October as part of a class project.
“It’s called Bright Future, and our idea took the idea of having a bright future and comparing it to the consequential circumstances of these bright lights,” Smith explains. “Whether that be a police car behind you or a surgical light bearing down on your face or a flashlight through the window from a police officer. We wanted to compare that to have an impact on young people especially.”
Both students saw the finished product for the first time on TV yesterday, and it was a very exciting moment.
“All of a sudden the commercial came on and I texted Rhianna and I was like, ‘Our commercial is on air!'” Smith exclaimed. “We were both blown away. I still have goosebumps thinking that our concept is a reality. It’s such a cool feeling.”
“I was at my parents house and I rewound it like four or five times,” Saj said. “I was like, ‘Look it! I wrote that!'”
According to MPI, drivers in the 16-24 age range are involved in more alcohol-related crashes than anyone else, which is one of the reasons they wanted students to design the campaign.
Both students now have jobs in the advertising industry and credit their time designing this campaign with giving them more confidence.