Getting to help Saskatchewan Government Insurance try to save lives on our roads remains one of the most meaningful experiences of my career. Rather than focus on drivers making the wrong decision, SGI wanted to encourage people to plan a safe ride home. While writing my first anti-drinking and driving commercial, a phrase came to me for the end. I liked it because it didn’t sound like a “slogan” — it’s something you’d say to a friend. I suggested SGI adopt it as their road safety positioning line. They did, and more than 15 years later, “Take care out there.” is still going strong. (It’s even on the side of snow removal trucks.)
Here are six of the commercials I had the honour of writing for SGI when I worked at Brown Communications Group. Please watch. Listen. And, most of all, take care out there.