SASKATOON – There’s a new look for Saskatchewan’s moose on the loose campaign. The Saskatchewan Wildlife Federation (SWF) said it “was time for a change” to draw people’s attention to the dangers of moose on provincial roads.
“The previous artwork was effective,” said Darrell Crabbe, SWF’s executive director, “but after a time, people tend not to notice it anymore.”
Now in its 19th year, the campaign highlights the dangers of vehicles colliding with wildlife. In 2014, there were 7,519 collisions with deer and another 517 with moose resulting in over $45-million in damage.
There were at least two deaths as a result of those collisions.
READ MORE: Woman killed after car hits moose near Wynyard, Sask.
“This was an effort to re-vitalize our message about watching for wildlife crossing the roads. We thought that taking a lighter approach would help people remember the imagery a little longer,” said Crabbe.
The new billboards have an orange background with a less ominous image. SWF officials hope the new look of the campaign will act as a reminder for motorists to be on the lookout for wildlife, especially at dusk and during the night time.
Saskatchewan Government Insurance (SGI) and the Ministry of Environment provided financial support to the campaign.
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