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The province, police and ICBC team up to launch high risk driving campaign

Awareness and enforcement focuses on urging drivers to slow down and stay focused at intersections

May 2, 2012

high risk driving campaign

This morning, ICBC and police launched a high risk driving awareness and enforcement campaign to remind everyone that driving is one of the most complex things we do and it becomes even more challenging at intersections.

Approximately 60 per cent of crashes happen at intersections in B.C. – that is, 241 crashes per day and more than 51,000 people injured every year. Many driving behaviours may seem harmless, like tailgating or failing to yield the right-of-way, but the truth is they increase your risk of crashing at intersections, potentially injuring or killing yourself and others.

“We’re asking drivers to pay attention because intersections crashes can have devastating consequences, especially when pedestrians, cyclists and motorcyclists are involved,” said Shirley Bond, Minister of Justice and Attorney General. “We know these crashes can be prevented and everyone should seriously think about that. There is no excuse for taking risks that will endanger yourself and others.”

The campaign focuses on the behaviours that are common causes of crashes, like speeding, failure to yield, following too closely, ignoring a traffic control device and improper passing.

“High-risk behaviours have no place on our roadways,” said Chief Constable Jamie Graham, Chair of the B.C. Chiefs of Police Traffic Safety Committee. “We will be out in full-force across the province to let you know that we are serious about reducing these senseless crashes. You have to be responsible for your actions, pay attention and focus on driving. As police officers, we see the heartbreaking effects that result from bad driving behaviours, and we know how easily they can be prevented.”

“We’re launching this campaign because we know that together we can help make our roads safer and reduce the hundreds of crashes that happen at intersections every single day in our province,” said Fiona Temple, ICBC’s director of road safety. “We’re asking you to keep your mind on the road because we want you and your family to stay safe and be able to react to the unexpected.”

We can all do our part to help keep our roads safer if we follow a few tips:

The advertising component of the campaign focuses on the complexity of driving and the importance of paying attention to stay safe. ICBC also created a route planner to help you identify the top-five challenging intersections along the way.

For more drive smart tips and information about the campaign, visit icbc.com.

Media contact:
Kathy Taylor

Media Contacts

Kathy Taylor