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“The road is no place for dreams” was the theme of the 2013 campaign, which showed the dramatic consequences of driver fatigue.
The campaign was carried out in the summer, because it is the season of long drives that result in fatigue and drowsiness on the road.
Commercial broadcast on French-language television and posted online from July 8 to August 18, 2013
Ads aired on French- and English-language radio from July 22 to August 18, 2013
French-language poster put up in restaurants located near highway exits, from July 8 to August 18, 2013
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