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Be Car Care Aware is a consumer education campaign about the benefits of regular vehicle care, maintenance and repair. The campaign’s goal is to build awareness and knowledge to prepare consumers to make sensible decisions about their vehicles. Built around three key message areas of dependability and safety, protecting the environment and enhancing and maintaining vehicle value, the campaign is spearheaded by Car Care Canada. Building Awareness and Knowledge
The goals of the campaign are to build awareness and knowledge to prepare consumers to make sensible decisions about their vehicles. As awareness builds, consumers will take action, thus reducing vehicle neglect. Reversing unperformed maintenance will benefit consumers by increasing their vehicle dependability and longevity, as well as maintaining or increasing the value of their vehicle. It will also increase profitability in the aftermarket, conserve energy, improve highway safety and benefit the environment by lowering greenhouse gas emissions.
The Canadian Experience
The campaign originated in the United States through the Car Care Council. Car Care Canada adapted the campaign to meet the unique needs of the Canadian marketplace. The Canadian Be Car Care Aware consumer education program was launched in the fall of 2004.
Since the program was launched, the Be Car Care Aware campaign has generated over 200 articles in major daily newspapers and over 800 articles in community papers across the country. Spokespersons Kelly Williams and Jean-François Veilleux made more than 110 TV appearances, and gave over 125 radio interviews. Highlights of the tours include appearances in National media on Canada AM and Vicki Gabereau and coverage in the National Post and Canadian Press. Car Care Canada supplies the Canadian Community Newspaper Association with dozens articles and photos for use by over 1000 weeklies across Canada. Interest and pickup of the articles has been very high with over 800 articles appearing in weeklies.
Be Car Care Aware public relations activities are conducted year round with an emphasis on two key months:
Car Care Month: May
Car Safety Month: October
Email Car Care Canada for more information on the "Be Car Care Aware" consumer education campaign and Car Care Canada.
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