In an effort to address recent and concerning increases in
self-reported impaired driving and promote safer choices, the
Traffic Injury Research Foundation (TIRF) and Diageo North America
have partnered to establish the
Impaired Driving Coalition
of Canada (IDCC).
In Canada, the pandemic has contributed to increases in drinking
and driving and other risk-taking behaviours on the roads.
Jurisdictions across the country have reported many more instances
of stunt driving or street racing in the past two years as well as
increases in distracted driving, fatigued driving and drug-impaired
driving. This concerning change warrants close attention as it
could have long-term impacts on drinking and driving behaviours as
well as implications for the preventative tools and strategies
adopted to reduce this problem.
“There is a widespread misperception that lower traffic volumes
resulting from the large-scale shift towards working from home have
made roads safer,” says Robyn Robertson, TIRF President
& CEO. “However, the lower traffic volumes were
short-lived and unfortunately encouraged extreme risk-taking,
leading to fewer crashes but greater crash severity and a larger
number of fatalities. What is most concerning is that despite
traffic volumes returning to near-normal levels, this risk-taking
has remained.”
The coalition will combine knowledge and expertise of member
organizations, along with innovative educational resources to guide
the development of a national action plan aimed at preventing
impaired driving. It will be a priority for the IDCC to increase
public awareness and help drivers recognize the risks associated
with driving after drinking. While a broader cross-section of
organizations will be engaged as part of this initiative in the
coming weeks, some of the partners joining forces with TIRF and
Diageo include Desjardins, Safer Roads Alliance, Saskatchewan
Government Insurance, Toronto Police Service, Canadian Automobile
Association, and the Victoria Police Department.
“Many rural communities lack transportation options which
creates some unique challenges in providing safer alternatives,”
says Debbie Hammond, Safer Roads
Alliance. “The Alliance is known for our capacity to
work with communities to develop and support the implementation of
education strategies that consider the challenges and opportunities
relevant to each community. We are proud to be invited to work with
TIRF and Diageo North America on this important road safety
issue.”
“Many rural communities lack transportation options which
creates some unique challenges in providing safer alternatives,”
says Debbie Hammond, Safer Roads Alliance. “In
addition, while impaired driving is a top road safety priority in
many communities, the factors contributing to the problem can vary
and it’s really important that public education strategies are
easily accessible and speak to those factors and are personally
relevant to target audiences.”
Diageo North America has a long-standing commitment to
addressing impaired driving and improving road safety. As part of
its contribution to the IDCC, the company is providing educational
resources such as Wrong Side of the Road, an
online platform developed in partnership with the United
Nations Institute for Training and Research (UNITAR) to increase
awareness and stigmatize impaired driving.
“We are proud to join forces with more organizations committed
to further educate people about the risks of impaired driving in
Canada, because partnerships make us stronger and are essential to
reach a much broader community to help save lives,” says
Ana Fitzgibbons, Director, Diageo in Society.
“Through the interactive learning experience, Wrong Side of The
Road, we are enabling people to reflect on their decisions and
those of the people around them, and the consequences of their
choices.”
“We know that impaired driving is dangerous and life-threatening
to everyone on the road,” says Valérie Lavoie, President
and Chief Operating Officer, Desjardins Insurance. “At
Desjardins, we also know the importance of educating road users
about the risks of dangerous driving habits. The message for
drinking and driving should always remain simple and clear;
impaired driving can be prevented by taking responsibility,
planning ahead, and having caring conversations with your loved
ones if you suspect that they will engage in dangerous
behaviours.”
“Many drivers still rely on how they feel as a gauge for their
level of impairment even though research shows drivers are not good
at estimating how much alcohol they have consumed and how it
impacts their driving skills,” says Chief Constable Del
Manak, Victoria Police Department. “The impaired driving
problem has changed a lot in the last decade, but education remains
an important prevention measure. Collaboration with the IDCC will
help identify other important gaps and efficient ways to address
them.”
The number of Canadians killed in road crashes involving a
drinking driver has generally declined during the past two decades,
but in 2018 there were still 466 people killed by a drinking
driver. This represents almost one in four road deaths.3 Similarly,
the percentage of drivers who self-reported driving within two
hours of drinking has decreased since 2009. However, since 2019,
the percentage of drivers admitting to drinking any amount of
alcohol before driving has increased. More concerning, the
percentage of drivers who self-reported driving when they thought
they were over the legal limit in the past 12 months has increased
since 2018. Almost one in 10 drivers (9.7%) reported doing this in
2021.4
In the coming months, the IDCC will develop resources and tools
to address specific topics in the action plan that will complement
other existing resources such as Diageo’s Wrong Side of the Road
program.
About the Traffic Injury Research
Foundation:The vision of the Traffic Injury Research
Foundation (TIRF) is to ensure people using roads make it home
safely every day by eliminating road deaths, serious injuries and
their social costs. TIRF’s mission is to be the knowledge source
for safer road users and a world leader in research, program and
policy development, evaluation, and knowledge transfer. TIRF is a
registered charity and depends on grants, awards, and donations to
provide services for the public. Visit https://www.tirf.ca and
connect on LinkedIn: Traffic Injury Research Foundation,
Twitter: @TIRFCANADA, and
Instagram: @tirfcanada_diad.
About Diageo North America Diageo is a global
leader in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown Royal, Bulleit and Buchanan's
whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon
and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow at Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
1,3 Data from the 2018, the most recent year for which data are
available, TIRF’s National Fatality Database2,4 Source: TIRF, Road
Safety Monitor 2021: Drinking & Driving in Canada, December
2021.
For more information, please contact:
Karen
Bowman |
|
Luis Carlos
(LC) Rabago |
Director, Communications & Programs |
|
Society Communications Director |
Traffic Injury Research Foundation |
|
DIAGEO NORTH AMERICA |
613.238.5235 (office) |
|
Mob: + 1 (203) 690 0860 |
250.797.0833 (direct) |
|
Luis.Rabago@diageo.com |
1.877.238.5235 (toll-free) |
|
|
tirf@tirf.ca / karenb@tirf.ca |
|
|
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/95a11679-75db-4365-9d9e-6be24c7f54d5
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