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ICBC announces student winners in road safety contest

March 12, 2013

your ad here

ICBC is pleased to announce the winners of its Your Ad Here contest, which asked high school students across B.C. to design a road safety message that would persuade their friends to recognize the risks of dangerous driving. Car crashes remain the number one preventable killer of youth in B.C with an average of 44 youth killed and 7,300 youth injured in crashes each year.*

"The reality is these crashes are preventable and road safety initiatives like this help us reach youth just as they're learning to drive," said Mary Polak, Minister of Transportation and Infrastructure. "We can all make a difference and this contest shows that many B.C. students are passionate about helping their peers understand the consequences of dangerous driving."

More than 225 talented B.C. students in grades 8 to 12 entered the contest this year. The contest was popular in schools where instructors used it as a tool for teaching graphic design skills, advertising and media studies.

"We want to get students talking to each other about the dangers of speeding, impaired driving and distracted driving, and help them make safer choices," said John Dickinson, ICBC's director of road safety. "The contest encourages students to share their safety messages and perspectives on these issues when they connect with their friends on Facebook."

"We really appreciate this wonderful program as it significantly raises student awareness about the critical issues of driving safely," said Timothy Ireland, Eric Hamber Secondary teacher. "ICBC's use of the student's artwork in high schools and the Facebook/Flickr presence are very effective tools in engaging students on such important road safety issues."

Students from Port Coquitlam, Surrey and Burnaby placed first in the main categories: speeding, impaired driving and distracted driving. Vancouver's Gladstone Secondary won for the highest percentage of student participation in B.C. Emily Mok, a grade 12 student at Vancouver's Gladstone Secondary, won the fan favourite prize for getting more than 1,200 votes for her impaired driving entry on Facebook. Jack Hong, a grade 12 student at Richmond's Hugh McRoberts Secondary, won the best artist statement with his distracted driving entry.

"As a novice driver, I am now more aware of how big of a responsibility driving is," said Emily Mok, Gladstone Secondary student. "By creating this ad and telling others to make smart choices, I feel more dedicated to the message and will be sure to practice what I preach."

All of the contest entries are on Flickr. ICBC will feature the winners' artwork in its marketing materials for students over the coming year.

In addition to the Your Ad Here contest, ICBC educates youth on important road safety issues through its road safety speaker program, K-10 school curriculum and B.C.'s graduated licensing program.

*Five year average based on 2007 to 2011 data in B.C. Police reported statistics. Youth is defined as ages 16 to 21.

The following news releases were issued in these winners' communities:

Media contact
Kate Pasieka
604-240-7404