Cossette created this TSA and radio campaign to dissuade people from calling 9-1-1 in the absence of a real emergency and to encourage them to visit ecomm911.ca to find their local police non-emergency number.
Credits
Global Chief Creative Officers: Carlos Moreno, Peter Ignazi
Executive Creative Director: Michael Milardo
Associate Creative Director/Writer: Pierre Chan
Art Directors: Grace Cho, Cam Mcnab
Photo Illustration: Thomas Burden
Producer: Aisha Abdulla
Studio Artist: Connie Fu
Account Directors: Shirley Lam, Sean O’callaghan
Cossette created this TSA and radio campaign to dissuade people from calling 9-1-1 in the absence of a real emergency and to encourage them to visit ecomm911.ca to find their local police non-emergency number. To reinforce the urgency of the message, Cossette used original typography inspired by emergency siren lights. Red text spelled out an emergency message tucked in a non-emergency message written in blue text. The TSA achieved 238% of the planned impressions and the radio campaign delivered 112.5% of the planned GRPs.
