High-risk driving campaign reminds us to make smart decisions

May 6, 2011 – This morning, 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 today’s event, 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.”

“Don’t take risks that will endanger yourself or others. We’re stepping up enforcement to let people know we’re serious about reducing crashes so that what we’ve seen doesn’t happen to you,” said Inspector Ted Schinbein, VPD Traffic Services. “High-risk behaviours have no place on our roadways.”

“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.”

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

  • When making a left turn, be extra cautious and yield the right-of-way to oncoming traffic.
  • Leave enough space between your car and the one in front of you.
  • Leave early and allow for extra travel time in case of delays.
  • As a reminder: yellow lights mean you should stop if you can do so safely.
  • Slow down and drive smart.

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

About ICBC

ICBC serves 3.2 million customers in the province of British Columbia, Canada. ICBC licenses and insures drivers and vehicles across the province through its service centres, plus a network of more than 900 independent brokers and government agent offices. Claims customers are served through local offices and an award-winning Dial-a-Claim call centre. ICBC’s road safety investments help create safer roads, lead to fewer crashes, and help keep rates stable. To find out more, visit icbc.com.