September 24, 2012
With only one week left to submit entries, ICBC is calling on 19 to 25 year old B.C. residents to help their peers do a '180' by creating road safety videos that will influence them to drive more safely.
In B.C., speeding, impaired driving and distracted driving are the top causes of fatal car crashes among 19 to 25 year olds. ICBC's 180 video contest challenges young people to take an in-depth look at the top causes of these crashes and make a video that their peers will relate to.
Young drivers (aged 19 to 25) make up 10 per cent of all drivers in B.C. yet they make up 15 per cent of drivers involved in fatal crashes, primarily due to their limited driving experience and a tendency towards risk-taking behaviours, especially among males.
"Sadly, the reality is that every year, on average, 56 young people die in car crashes in B.C., and we want to help prevent families and friends from having to deal with such devastating tragedies," said Fiona Temple, ICBC road safety director. "This contest is one of the ways that we're helping young drivers recognize the dangers of taking risks behind the wheel. We're encouraging them to use their talent and creativity to help save a friend's life."
According to ICBC research, persuading young people to engage in less risk-taking driving habits is challenging because most believe they already make smart driving decisions. The research found that young adults are easier to reach through interactive forms of communication, such as contests, where they can get involved in solving the problem.
"Because young drivers are often hard to reach, having them create and share their own safety messages with their friends can be very effective," said Dr. John Vavrik, ICBC psychologist. "We plan to use some of these videos in our future road safety campaigns so we can reach more young people with these messages."
"We applaud ICBC's initiative – this contest not only addresses an important safety issue but it also helps to foster a new generation of filmmakers and showcases the incredible production talent B.C. has to offer," said Susan Croome, B.C. Film Commissioner.
ICBC's contest closes midnight on September 30th, 2012. For more details about the contest visit http://www.180videocontest.com and check out the incoming entries on the 180 video contest YouTube channel at http://www.youtube.com/user/180videocontest.
Note: Statistics based on annual fatal averages from 2007 to 2011 using police-reported data.