2025 CAA Worst Roads Campaign

CAA Club Group

Thornhill, ON

The CAA Worst Roads campaign is an annual, crowdsourced program that collects public input on unsafe and poorly maintained roads, reinforcing CAA’s role as a trusted, nonpartisan advocate for safer transportation. In 2025, the initiative expanded participation across all commuter types, sharpened regional relevance and translated survey findings into actionable insights that support long‑term, evidence‑based infrastructure planning. Grounded in research and data, the campaign adopted clearer, more inclusive language to better engage diverse audiences.

By aligning research, strategy, and design—most notably through simple, universally recognizable miniature models and bold typography—the team drove record engagement and elevated the long‑running program into a more accessible, high‑impact advocacy platform. Across paid and organic social, email and owned channels, campaign assets formed a cohesive visual system built for adaptability across regions and formats. Maintaining clarity at every scale, the unified creative reflected local road realities, strengthened emotional connection and increased public participation with consistency and impact.

Credits

• Creative Director: Brent Closs
• Art Directors: Albert Pasceri, Colleen McDermott RGD
• Graphic Designer: Marg Whiffin
• Motion Designer: Gerardo Colantuono