Education and Awareness Bill 118

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Education and Awareness Bill 118
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Distracted Driving

• MTO public education initiatives
• Education and Awareness for Bill 118 overview

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Public Education MTO

• Resource on distracted driving Smart Drivers
  Just Drive brochure and poster
• Support local initiatives Regional Planners
  work with community groups
• Safety messages on COMPASS signs
• Driver handbook
• iDrive
• Ministry website

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Bill 118 Public Education

• Overall goal Reduce collisions involving driver
  distractions.
• Raise awareness on new law
• Promote safe driving behaviour
• Educate drivers about the dangers of driving
  distracted (focus on the distracting effects of
  cell phones and other wireless devices)

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Key Messages
Messages should be specific, truthful and
memorable. Message concepts will encourage
specific behaviours. Some examples

• Eyes on the road, hands on the wheel - focus on
  driving.
• Safe driving requires your attention drive now,
  talk later.
• It takes only a second to be distracted for a
  collision to occur.
• Multitasking while driving could prove to be a
  fatal error in judgment.
• No call is worth the risk. The life you save
  could be your own.

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Target Audience
All Drivers
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Tools
An comprehensive, multi-media approach will be
used to maximize reach and resonate with target
audiences
Digital media interactive, downloadable
information on MTO websites videos (messages
from Minister, distracted demos, PSAs) links to
supporting data/reports Print resources info
card/brochure, Teen Driver Guide for
parents Ads (engage industry partners) print,
radio/tv, outdoor, online Signs COMPASS new
highway signs Revise existing publications
driver handbook, iDrive, safe driving
publications School curriculum develop
resources, primary/secondary Monitoring
public opinion, attitudes and behaviour
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Delivery Channels

• Distribution of online and print resources
• driving schools
• high schools
• community-based programs,
• outreach (Regional Planners)
• Youth organizations
• Road safety partners
• Public Health partners
• Injury Prevention partners
• Industry partners
• Enforcement
• Industry/stakeholder websites, online
  publications, newsletters, blogs, MTOs YouTube
  channel
• Preconditioning and sustaining opportunities
  community/stakeholder events, conferences,
  tradeshows, media events with Minister

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Spring 09
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Spring 09
Questions