On Friday, May 6, the province, the police and ICBC launched a month-long campaign to help raise awareness about the importance of smart driving behaviours and the impact of high-risk driving on our roads.
One thousand pairs of shoes set the backdrop for the announcement, representing a small portion of the 76-thousand people injured in crashes each year in B.C.
Driver actions are a contributing factor in 63 per cent of all police-attended crashes involving injuries and fatalities in B.C. That's why during the month of May, police are stepping up enforcement across the province targeting high-risk driving behaviours including speeding, failing to yield, following too closely, ignoring a traffic control device and improper passing. ICBC will also be partnering with Speed Watch volunteers throughout the province to help make drivers more aware of the actual speed they're travelling.
"We know that many crashes and injuries can be prevented and it's something that we should all seriously think about," said Mary McNeil, Minister of Children and Family Development. "Many driver behaviours may seem harmless, such as tailgating, but the reality is they increase the risk of causing a crash."
The advertising component of the campaign aims to remind drivers that if they slow down, they'll see more of the road. The campaign includes radio, television and an interactive game on icbc.com/drivesmart to help illustrate how much is going on at intersections at any given time.
"We need to shift our mindset about what we consider risky behaviours," said Jon Schubert, ICBC's president and CEO. "Driving is one of the most complex things we do. And driving smart is about shifting our attitudes - asking ourselves how we can all be part of making our roads safer."
- Submitted
