TORONTO, ONTARIO--(Marketwire - Oct. 2, 2012) - Ontarians will soon be seeing a new ad campaign highlighting the dangers and consequences of distracted driving, thanks to the joint efforts of the Trillium Automobile Dealers Association (TADA) and the Ontario Provincial Police Association (OPP Association). These hard‐hitting and thought‐provoking messages come at a time when the attention of many drivers is torn between the latest technological gadgets, which allegedly make life simpler and more efficient, and the undivided concentration needed to properly and safely command a vehicle on today's busy streets.
"Distracted driving is the fastest growing concern confronting drivers today and is responsible for 30‐50 percent of traffic collisions in Ontario. It crosses all age barriers and as the Association that represents all new car dealers in Ontario, we feel it is important to do what we can to improve road safety," states Todd Bourgon, Executive Director of TADA.
The print campaign focuses on four common themes: talking on cell phones without a hands‐free device (such as a Bluetooth headset), texting while driving, selecting music on an MP3 device while driving, and checking email or checking into social media/GPS enabled social media sites while driving.
Print ads reaching all Ontarians will be begin appearing in The Toronto Star, METRO and Metroland community papers leading up to the Thanksgiving long weekend, a time when the number of motor vehicle accidents typically spikes. The initial campaign will roll out in print only but there are plans to expand coverage to out‐of‐home and online in the near future.
"TADA is committed to the issue of distracted driving and understands the importance of a sustained campaign with a consistent message, in order to achieve any effect. We need to remind ourselves that operating a motor vehicle on public roadways requires our full attention at all times. The slightest distraction, however justified in the driver's mind, could instantly lead to tragedy and alter lives forever," says Frank Romeo, President of the TADA.
The OPP Association has made strong efforts, with the assistance of government‐mandated laws and programs, to curb the incidence of accidents related to distracted driving.
"Distracted driving isn't just a law enforcement issue - it's a community issue," says Jim Christie, President of the OPP Association. "We applaud TADA for recognizing this and spearheading this campaign to keep our streets safer. Statistically, you are just as likely to be involved in a crash texting while driving as you are driving while drunk. In 2011, distracted driving was responsible for approximately 7,600 accidents on OPP‐patrolled roads. It's just as dangerous as drunk driving, and we're encouraged that organizations like TADA are treating it as such."
The OPP Association represents all civilian and non‐commissioned uniform Members of the Ontario Provincial Police on labour and contractual issues. As an organization in the field of public safety, the OPPA is committed to promoting and maintaining healthy, safe communities in Ontario.
|The campaign will kick‐off:
|Tuesday, October 2, at 10:00am
|OPP Toronto/Downsview Detachment
|2682 Keele Street, Toronto
Established in 1908, the TADA represents over 1, 000 new car dealers in Ontario of every manufacturer's brand and franchise - making it Canada's largest dealer association. Ontario new car dealers employ 47,000 individuals and generate $27 billion in economic activity every year.
Every February, the TADA is proud to present the Canadian International AutoShow - Canada's largest consumer show - in downtown Toronto. The AutoShow will celebrate its 40th anniversary in 2013. For more information about our organization, members, and policies, please visit www.TADA.ca.