• by Larissa Faw , December 11, 2015

Millions of animals are killed each year by drivers, from squirrels and birds to deer and elk. 

Now Bosch Automotive Aftermarket North America is teaming with the Humane Society of the United States (HSUS) to promote driver safety and wildlife protection with the Stop the Roadkill public-service campaign. 

After all, one of the key contributors to this trend is poor visibility on the roads, especially during rainy conditions. Bosch suggests that regular wiper blade changes – at least once every 12 months – can help make a difference.  

Developed by Bosch's agency Grey New York in partnership with Hornet, the concept uses animation and life-size puppets to humorously educate drivers about road safety.

The PSA 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." 

A :15 second teaser is airing on networks including Discovery Channel, History Channel, Fox Sports 1, and the Weather Channel and is designed to drive to the longer version on YouTube.  The full PSA, as well as the characters’ personal stories and images from the campaign, are also posted here.  

“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. 

Grey stated: “The windshield wiper business is a low interest category and most drivers don’t think about changing their wipers until they can’t see. Stop the Roadklll is an engaging way to remind drivers how important it is to change your wipers on a regular basis." 

The German-based Bosch Group is one of the largest of the major-player manufacturers supplying the automotive industry.