21% of all road crashes in Canada are caused by tiredness. Despite the facts, many drivers still don’t take the risk seriously – thinking the road isn’t powerful enough to put them to sleep, or thinking the problem doesn’t affect them. The Canada Safety Council, a national, non-profit, charitable organization dedicated to safety, needed to spread awareness of just how easily the road can put anyone to sleep.

Since its launch, Sleep Tracks has created new awareness of the dangers of driving drowsy, encouraging drivers to take the hypnotic power of the road more seriously and reduce the number of tiredness-related incidents, a prevailing issue in this country that often is overlooked.

Our objective was to increase awareness of the dangers of drowsy driving. Although Canada Safety Council does not engage in brand tracking, we can use 2022 road safety campaigns as a benchmark and attribute reach and impressions to ensuring our message was heard. Website visits for Canada Safety Council’s drowsy driving pages increased 3,498% while in market, with the Sleep Tracks campaign itself resulting in a 208% increase in impressions from benchmark, with 1,494,937 digital impressions. With the campaign still in market, our message was listened to for 10,000+ hours in the first week, and counting.