On Saturday, July 18, 2026, the Société de l’assurance automobile du Québec (SAAQ) began a province‑wide safety drive using a distinctive white hearse. The vehicle will travel across Quebec during the construction holidays, a period known for a sharp increase in traffic volume, to remind motorists of the need for cautious driving.
The campaign targets drivers who face heavier road use as many construction projects close for a brief seasonal break. By placing a visible symbol on the road, the SAAQ aims to encourage safer behavior such as obeying speed limits, maintaining proper following distances, and avoiding distractions. The hearse, chosen for its striking appearance, will make stops in various communities where local authorities will display informational material and answer questions about safe driving practices.
The construction holidays in Quebec traditionally see a surge of vehicles as commuters and leisure travelers take advantage of reduced worksite activity. The SAAQ’s initiative seeks to counteract the heightened risk that accompanies this traffic spike. Officials from the agency noted that the timing aligns with a period when drivers are more likely to encounter unfamiliar routes and altered traffic patterns.
The mobile campaign complements other provincial efforts to improve road safety, including increased patrols and public service announcements. By moving the message directly to neighborhoods, the SAAQ hopes to reach a broader audience than static billboards or radio spots alone can achieve.
The white hearse will continue its tour throughout the construction holidays, stopping in towns and cities across the province. The SAAQ encourages all Quebec drivers to take the reminder seriously and to adopt safer habits while the roads experience higher-than‑usual traffic volumes.
The initiative underscores the agency’s ongoing commitment to reducing accidents and promoting responsible driving during a busy travel season.