Be Car Care Aware is a consumer education campaign about the benefits of regular vehicle care, maintenance and repair. The campaign is in response to a call for action from leaders in the automotive aftermarket industry to capture a share of the estimated $2 billion in annual unperformed vehicle maintenance in Canada.

Building awareness and knowledge
The goals of the campaign are to build awareness and knowledge to prepare consumers to make sensible decisions about their vehicles. As awareness builds, consumers will take action, thus reducing vehicle neglect. Reversing unperformed maintenance will increase profitability in the aftermarket, conserve energy, improve highway safety and benefit the environment, and benefit consumers too by increasing their vehicle dependability and longevity, as well as maintaining or increasing the value of their vehicle.

Key messages
Built around three key message areas of safety and dependability, protecting the environment, and enhancing and maintaining vehicle value, the campaign is designed to represent and engage all segments of the aftermarket industry. The Automotive Industries Association of Canada (AIA) is spearheading the campaign on behalf of the industry with Car Care Canada serving as the brand and messaging source. AIA is committed to educating the consumer about auto care, maintenance and repair on behalf of the aftermarket industry and has incorporated this role in the association's strategic plan. The campaign has no end.

The campaign originated in the United States through the Automotive Aftermarket Industry Association (AAIA) and its branding voice Car Care Council.  Car Care Canada adapted the campaign to meet the unique needs of the Canadian marketplace.