MONROE, Mich. – The message "Stop Sooner – Replace Your Shocks at 50,000 Miles" will reach millions of vehicle owners this year as a result of an extensive outdoor, web and radio advertising campaign to be launched this month by the Monroe shocks and struts brand of Tenneco Inc., and will be delivered by a squirrel. 
The 2009 Monroe “Saving Squirrels” campaign builds on last year’s successful initiative to help consumers understand that worn shock absorbers and struts affect more than just their ride comfort. These key under-vehicle components also play important roles in providing the steering, stopping and stability characteristics that help keep drivers, passengers – and, yes, road-crossing animals – safe. The campaign encourages vehicle owners and others to visit the www.savingsquirrels.com website to learn more about the direct link between ride control maintenance and driving safety. The website also includes a “dealer locator” feature that enables visitors to quickly find their nearest Monroe shocks and struts provider.
“The Monroe squirrel has a great deal of stopping power for consumers who are bombarded with ads every day,” said Carri Irby, Monroe brand manager, Tenneco. “Our goal is to help consumers become more proactive in maintaining their vehicles and to help connect them with the thousands of quality automotive parts and repair businesses that sell Monroe products.”
The 2009 Monroe Saving Squirrels campaign will be featured in high-visibility roadside billboard placements throughout the United States and Canada, at selected Major League Baseball stadiums, in Web banners, and in more than 6,000 radio ad spots on leading North American networks.
The 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 wear out, they can 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.
The Motorist Assurance Program, an independent organization dedicated to strengthening the relationship between consumers and the automotive service industry, recommends replacing worn shocks and struts at 50,000 miles to help ensure satisfactory steering, stopping and stability under certain driving conditions and situations.
