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Nissan Canada Launches “Glow Guards” to Help Make This Halloween Safer

October 25, 2019

Developed by Juniper Park\TBWA, the Nissan "Glow Guards" campaign promotes enhanced safety measures during one of the busiest times for pedestrian traffic.

TORONTO; October 25, 2019 -- In order to help make the roads safer for trick-or-treaters and drivers this Halloween, Nissan Canada has launched Glow Guards. The reflective adhesive stickers - designed as an easy addition to Halloween costumes - promote enhanced safety measures at one of the busiest times for pedestrian traffic on Canadian roads. The campaign was developed in collaboration with global Toronto-based creative agency, Juniper Park\TBWA, who ideated and materialized the campaign including the social assets and online video (OLV).

According to a study published by JAMA Pediatrics, pedestrian fatalities, especially for younger children, spike significantly on Halloween night with approximately 43 per cent higher risk of pedestrian deaths than other evenings around that time period. This spike is attributed to a combination of higher foot traffic on the streets, as children set out to trick-or-treat, and decreased visibility conditions caused by darker evening hours.

"When it comes to road safety, Nissan believes in a mindful and holistic approach that helps to promote road safety for all," says Steve Rhind, director of marketing Nissan Canada. "It's why we're putting our focus on proactive safety measures that will help trick-or-treaters and drivers alike. By making Nissan Glow Guards available at dealership locations across the country, we encourage families to enjoy a safer Halloween this year."

Nissan's Glow Guards reflect the light from vehicle headlights, delivering a safe, highly visible pedestrian indication to drivers. Developed with children in mind, these lightweight stickers are the perfect addition to any Halloween costume and can make families feel more at ease while trick-or-treating this year.

“Our goal with Glow Guards was to offer families an extra safety precaution during a dangerous time for pedestrians, without diminishing the fun associated with trick-or-treating,” says Graham Lang, chief creative officer at Juniper Park\TBWA. “Using small and effective adhesive stickers felt like a natural way to ensure pedestrians, and specifically children, remained highly visible to drivers during the darker evening hours.”

Glow Guards are available at Nissan Canada dealerships across the country, and families can pick them up until October 31 before trick-or-treating.

About Juniper Park\TBWA

Juniper Park\TBWA ( is The Disruption® Company: the cultural engine for 21st century business. A global, award-winning agency located in downtown Toronto, Juniper Park\TBWA uses Disruption® methodologies to develop business-changing ideas for brands. The 140+ team of world-class creators and thinkers serves clients across North America, including CIBC, Nissan, PepsiCo, GoDaddy, GSK Consumer Healthcare, Intuit, among others. It is part of TBWA Worldwide (, named Adweek’s 2018 Global Agency of the Year, and one of the World’s Most Innovative Companies by Fast Company. Follow us on Instagram, LinkedIn and Twitter, or like us on Facebook for the latest updates from the Park.

About Nissan Canada Inc.

Nissan Canada Inc. (NCI) is the Canadian sales, marketing and distribution subsidiary of Nissan Motor Limited and Nissan North America, Inc. NCI was the first Japanese-based automaker to incorporate in Canada in 1965, and now directly employs 306 full-time staff across offices in Vancouver (BC), Mississauga (ON), and Kirkland (QC). There are 210 independent Nissan dealerships, including 84 that also act as Nissan Commercial Vehicles dealers, 123 electric vehicle-certified dealers, and 40 INFINITI retailers across Canada.