Monroe's new ride control campaign exhorts consumers to 'save a squirrel'

Every year, countless innocent squirrels lose their lives as they dart across busy roads. But in an effort to make the roads safer for wildlife, the Monroe shocks and struts brand of Tenneco Inc. has launced an agressive advertising campaign. This campaign will remind consumers that replacing worn ride control components could help improve vehicle steering, stopping and stability — and just might save the life of a furry critter.

"Vehicle owners can't easily inspect their shocks and struts. They often can't feel the loss of steering precision, stopping performance and stability as these components slowly wear out," says Richard Alameddine, vice president of marketing, North American Aftermarket, Tenneco. "But in an emergency situation, they need their tires planted firmly on the road to help avoid an accident. That's a big part of what new shocks and struts do — and in some small way they might even help save a lot of squirrels from an accidental death."

Monroe's innovative "Save a Squirrel" campaign, encompassing thousands of media outlets, urges consumers to "Save a Squirrel. Change your shocks at 50,000 miles." This message will be featured on billboards in major North American markets, in ads broadcast on nearly 2,000 radio stations, at Major League Baseball stadiums, in Web banners, on the campaign Web site and other high-impact promotional activities. A variety of creative, comical campaign videos will be available on the program Web site as well as on several other consumer-oriented sites.

The 50,000-mile ride control replacement recommendation was established by the Motorist Assurance Program, an independent organization committed to strengthening the relationship between vehicle owners and automotive service providers across North America.

The "Save a Squirrel" campaign advises consumers that vehicle steering, stopping and stability characteristics depend on the "Safety Triangle" undercar system of shock absorbers, struts, brakes, and related parts. When shocks and struts are worn out, they could lose their ability to hold the tires against the road surface (under certain driving conditions), potentially degrading steering and stopping performance. Shocks and struts also play important roles in promoting vehicle stability by helping to control weight transfer in hard-stopping situations and tight turns.

For additional information regarding the Monroe campaign, Safety Triangle undercar system, 50,000-mile ride control replacement recommendation, or Monroe products, visit Monroe's Web site.