Bosch launches 'stop roadkill' wiper blade campaign

BROADVIEW, Ill. (Dec. 10, 2015) — Bosch Automotive Aftermarket North America has launched a “Stop the Roadkill” campaign to promote motorists' regularly changing their wiper blades.

For the promotion the company has developed a public service announcement (PSA) in collaboration with the Humane Society of the U.S., the nation's largest animal protection organization.

Bosch said that 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 PSA takes on the issue with a humorous approach, using an animated format, according to Bosch. 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.”

Tony Pauly, director of advertising and brand management for Bosch Automotive Aftermarket, said 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.

“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.”

“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 for the Humane Society. “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 on the Stop the Roadkill website, www.StopTheRoadkill.com which also includes information on how the public can support the Humane Society.

Bosch said 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.

The automotive parts maker and marketer is promoting its Bosch ICON wiper blades in the PSA. For more information, click here website www.Bosch88Feet.com or visit Bosch's U.S. website, Mexico website or its Canadian site.

The Humane Society has, for 60 years, celebrated the protection of all animals and confronted all forms of cruelty, according to Bosch, and is the nation's largest provider of hands-on services for animals, caring for more than 100,000 animals each year while preventing cruelty to millions more through its advocacy campaigns.