Every year, LGM embarks on a charity initiative with its dealer partners across the country. Last year’s fundraising efforts brought dealers together to participate in Movember by growing mustaches to raise money and awareness for prostate cancer.
But this year is different, says Ryan Perica, LGM’s Manager of Marketing and Communications. The F&I products provider hopes to create a new kind of campaign that will mobilize dealers to create awareness about an issue.
And so LGM has set out to drive home the idea that distracted driving, which is less stigmatized than impaired driving, is not okay.
Perica says LGM’s Auto Dealers Against Distracted Driving campaign, which officially kicks off in March, aims to empower dealers to educate consumers on the dangers of distracted driving.
The first step begins with getting dealers to register, who will then receive posters and other materials they can use to educate consumers.
So far, LGM’s efforts to get dealers on board has been a success. About 420 dealers have registered and ordered materials before the campaign begins. Almost half of the registered dealers are located in Quebec.
“We were really happy with the feedback from dealers and just how many wanted to get behind it,” says Perica, adding LGM was surprised by the enthusiastic response from dealers because they typically run their own charity initiatives.
“Dealers loved the fact that everything was delivered directly to them and we helped them put it up. It was turnkey for them,” says Perica.
Once dealers have registered, Perica says the next important step is to have dealers — and eventually consumers — pledge so they are actively participating in raising awareness.
While Perica says registrations are formally closed, dealers can still order a limited number of posters and other items for their dealerships.
Visit http://distractionfree.ca for more information about the campaign.
