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To kick off the summer safely, the Société de l'assurance automobile du Québec and LG2 have launched a social media campaign raising awareness of the dangers of impaired driving. Aiming to encourage people who’ve been drinking to take public transit, they created the safety coaster – a coaster embedded with a chip that can be used to pay for transit fares. With this unique solution, people across the province can easily enjoy a safe and uneventful journey home.

The online campaign is supported by two OOH initiatives. The first, available digitally, addresses cannabis consumption, while the second focuses on alcohol and was deployed in restaurants through the Restobar Network across four of the province’s major cities. It can also be seen in public markets in Montreal and Quebec City.

The 2023 impaired driving awareness campaign reminds drivers that it’s best to never drive after having consumed alcohol or drugs, even in moderation. Whenever you plan on drinking or taking drugs, make sure you have a safe way to get home. Whether you stay at someone’s place for the night, choose a designated driver or take public transit, Uber, a cab or another rideshare service, there are always better options than driving while impaired.