Bosch PSA promotes driver safety, wildlife protection

Every week, millions of wildlife are struck down by vehicles in the U.S. In fact, more wildlife are killed by motorists than by any other cause. One of the key contributors to this trend is poor visibility on the roads, especially during rainy conditions. Regular wiper blade changes – at least once every 12 months – can help make a difference. The new Bosch PSA takes on this serious issue with a humorous approach using an animated format.

Stop the Roadkill features five characters – including a singing deer and a rapping skunk – sharing their personal stories in a plea for driver safety on the roads. The chorus repeats the central theme, "Don’t be a killer car, let’s see what’s ahead...get your wipers on fleek."               

“It’s a good practice to replace wiper blades at least once every 12 months. A clear windshield helps to reduce the risk of collision with any road hazard, including wildlife,” said Tony Pauly, director of advertising and brand management, Bosch Automotive Aftermarket North America. “We’re especially pleased that The Humane Society has become an ally to this project and hope our musical PSA successfully emphasizes the importance of clear visibility to road safety across America, protecting wildlife and drivers alike,” he added.

“Educating drivers about this often overlooked issue is important for both people and wildlife; and Bosch’s approach to bringing an entertaining voice to roadkill characters is an ingenious way to garner attention,” said Nicole Paquette, vice president of wildlife protection, The Humane Society of the United States. “We hope the music video PSA will shed light on the fact that being mindful of wildlife crossing the road and being able to see them clearly can help save wildlife and potentially motorists’ lives as well.”

The full PSA, as well as the characters’ personal stories and images from the campaign, can be found at www.StopTheRoadkill.com. The site also includes information on how the public can support The Humane Society of the United States.

The live-action video PSA was created by GREY New York in partnership with Hornet, Inc. to produce the animation using life-size puppets handled by a team of puppeteers and a choreographer controlling each character movement throughout the piece.

Bosch ICON™ Wiper Blades feature ClearMax 365™ – an exclusive, patented rubber technology not found on any other wiper blade. A soft, flexible rubber and a special polymer are chemically and physically bonded together to create a wiping edge with a permanent protective shell that will not wear off. Patented Bosch beam wiper design combined with ClearMax365™ rubber technology give Bosch ICON superior all-weather performance, even in the most extreme conditions. Bosch ICON Wiper Blades are available at retail and automotive specialty stores across the country. For more information, visit www.Bosch88Feet.com.