Objective:
Driver fatigue is a persistent but often overlooked safety issue on Canada’s roads. The goal of “Sleep Tracks” was to make the experience of fatigue felt and remembered through sound, rather than only explained through statistics. By giving listeners an immersive experience tied to the sensation of drowsiness, the project aimed to deepen awareness and encourage Canadians to take rest seriously before getting behind the wheel.
My Role:
Client-Side Campaign Lead & Strategic Director
Action / Approach:
I worked with Taxi Agency to define campaign objectives, audience strategy and creative parameters. This included approving the core concept, reviewing narrative and production plans, and guiding tone and messaging to ensure credibility and sensitivity. I oversaw internal and partner approvals, coordinated brand compliance and integrated the project into CSC’s broader communications ecosystem. Distribution and promotion strategies were aligned with CSC’s owned and earned media channels.
Result / Impact:
The audio experience debuted on Spotify and other streaming platforms, inviting listeners to engage with road safety in a new way. Early reactions showed that the project reached audiences beyond typical safety content consumers, opening up conversations about the risks of driving while tired. Earned media coverage and social sharing extended the project’s reach, helping to broaden public understanding of fatigue as a road hazard and reinforcing CSC’s role in advancing practical, experience-based safety messagin The series currently has a 5.0 star rating on Apple Podcasts, with 29 ratings.
