In a world that's constantly buzzing with notifications, social media updates, and a never-ending stream of information, the act of driving has become a precarious balancing act. Anything that takes your attention away from driving can contribute to distracted driving and, even when stopped, checking an electronic device affects your focus.
British Columbia and Canada has been actively engaged in raising awareness about the dangers of distracted driving through various campaigns and initiatives.
ICBC Distracted Driving Campaigns
The Insurance Corporation of British Columbia (ICBC) has been a key player in promoting awareness about distracted driving. They have run several campaigns aimed at educating the public about the risks associated with using electronic devices, such as smartphones, while driving. These campaigns have often included television and radio advertisements, as well as social media outreach.
The #EyesFwdBC hashtag was created to start ICBC’s distracted driving awareness campaign that was launched in the early 2010’s and was designed to encourage drivers to “take a break from their phone and keep their #EyesFwdBC”. ICBC has been promoting this campaign across social media platforms for nearly a decade, often shared alongside crash statistics.
ICBC has also promoted a variety of videos to highlight the dangers of distracted driving. The most recent video/commercial campaign focused on “what are you missing when you’re distracted?” , which included videos showing drivers missing traffic lights and street signs. ICBC also stepped away from drivers for a few videos to show all kinds of people missing important events because they’re distracted.
One of ICBC’s most viral video campaigns features a life-size phone sitting in the passenger seat, trying to tempt their owners to look away from the road and focus on the phone.
Local Police & Community Partnerships
Local law enforcement agencies in British Columbia have also launched their own campaigns and initiatives to combat distracted driving. This includes increased enforcement efforts, where officers actively patrol for distracted drivers, especially in high-risk areas. These enforcement efforts are often ramped up during certain times of the year, like school starting and during holidays.
The Canadian Automobile Association (CAA) has done a few different campaigns over the years including #UnplugAndDrive, which was a set of animated videos aimed at youth with a simple message: if you’re driving, put your phone away. CAA has also created the #BeforeYourDrive campaign, which features a catchy tune and video, encouraging drivers to complete any distracting behaviours before they leave the driveway.
Public Awareness Campaigns
Public awareness campaigns come from government and non-profit agencies. A well-known non-profit is the Traffic Injury Research Foundation (TIRF), who created the Drop It and Drive campaign. This is an education program that is focused on preventing distracted driving and distraction-related road incidents. Drop It and Drive is available for corporate seminars as well as youth presentations. The seminars and presentations are adaptable for any workplace, school, or youth gathering, and can be altered for commercial drivers, new drivers, and even just casual drivers.
The Canadian Council of Motor Transport Administrators (CCMTA) created the Leave The Phone Alone campaign, which highlighted the dangers of distracted driving and encouraged drivers to take the Leave Your Phone Alone pledge.
“I pledge to LEAVE THE PHONE ALONE while driving. From now on, I will avoid distractions caused by talking, texting or using a hand-held electronic device while behind the wheel of my vehicle”
The CCMTA has an interactive map on their website to see how many drivers have taken the pledge. A large part of CCMTA’s campaign is providing free pledge forms, social media graphics, and filler ads for anyone to use and spread the word about distracted driving awareness.
Parachute Canada runs the National Teen Driver Safety Week annually, part of which focuses on distracted driving awareness. Parachute Canada encourages youth to take their own lead on road safety education through the Youth Road Safety Grant Program. This program funds education and advocacy projects to promote safe driving behaviour, including distracted driving awareness.
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Change starts with awareness! Distracted driving education and awareness campaigns are more than just catchy slogans and flashy advertisements and by sharing knowledge, stories, and resources, we empower ourselves and others to make informed choices and prioritize safety on the road. Whether it's through social media, educational programs, or community events, every effort counts. They are a testament to the collective effort to make our roads safer, one driver at a time.
