In early 2022, TIRF partnered with Diageo North America to
establish the
Impaired Driving Coalition of
Canada (IDCC) and develop a National Action Plan aimed at
preventing impaired driving. The IDCC combines the knowledge and
expertise of diverse member organizations and innovative
educational resources to guide the development of the national
action plan containing prevention priorities. A critical objective
for the IDCC is to increase public awareness and help drivers
recognize the risks associated with driving after drinking.
Cross-sector partners joining forces with TIRF and Diageo on the
IDCC include Desjardins, Safer Roads Alliance, Saskatchewan
Government Insurance (SGI), Toronto Police Service, Ottawa Police
Service, Ontario Provincial Police, North Bay Police Service,
Victoria Police Department (VicPD), Manitoba Public Insurance,
Canadian Automobile Association (CAA), Windsor Regional Hospital,
Ford Canada, Private Motor Truck Council, Canadian Wireless &
Telecommunications Association, Spirits Canada, Canada Safety
Council, Beer Canada, arrive alive DRIVE SOBER, Alcohol
Countermeasures Systems, CARSP Young Professionals’ Committee, and
the Ontario Injury Prevention Practitioners Network as well as
TIRF’s Lead Youth Advisor.
“During the past two decades, the number of Canadians killed in
road crashes involving a drinking driver has generally declined,”
shares Robyn Robertson, TIRF President & CEO. “However, in 2019
there were still 470 people killed in a crash where at least one
driver was drinking. This represents one in four road deaths, and
self-report data from 2021 suggests numbers are trending in the
wrong direction.”1
Although, the percentage of drivers who self-reported driving
within two hours of drinking has decreased since 2009, in the past
three years 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, with almost one in 10 drivers (9.7%) reported
doing this in 2021.2
“The IDCC’s National Action Plan is designed to help people
understand risks based on the latest data and risk research and to
customize messaging for different audiences and ages. A main
objective is to increase awareness using IDCC tools, to leverage
resources from partners, and to empower people to speak up about
safe choices,” shares Robertson. “Additionally, the IDCC will
explore opportunities to strengthen and share data as well as
explore the benefits of new technologies.”
Some of the top priorities contained in the IDCC National Action
include:
- Working with select hospitals,
trauma centres and police services to demonstrate how communities
can create a more current picture of impaired driving using local
data sources.
- Developing customized & targeted
educational messaging about risks for specific audiences.
- Creating tools to help communities
establish Fatal Collision Review Committees to increase public
awareness about the local impaired driving problem and inform
prevention strategies.
- Exploring implementation issues,
benefits and limitations associated with impaired driving
technologies.
Tools to support education efforts are in development with an
anticipated release scheduled for early 2023. These include steps
communities can take to establish a Fatal Collision Review
Committee (FCRC) to improve understanding of all fatal crashes in
their communities. The FCRC should be comprised of a variety of key
partners in the community including the Coroner’s Office, local
police services, traffic engineers and representatives from the
local public health units. The goal of the FCRC is to make concrete
recommendations from an education, enforcement and engineering
perspective to prevent fatal crashes from occurring.
“We are proud to collaborate with these organizations and
contribute tools and resources to the coalition’s National Action
Plan to help tackle impaired driving in Canada,” Ana Fitzgibbons,
Director, Diageo in Society. “Helping people understand the risks
of drinking and driving through education and awareness is a
priority for us.”
Diageo will complement other existing resources in the IDCC
National Action Plan through its learning experience ‘Wrong Side of
the Road’ and educational resource www.DRINKiQ.com.
Additional educational tools which will be leveraged include
TIRF’s Sober Smart Driving website as well as resources from SGI,
the Ontario Ministry of Transportation, VicPD and CAA.
The IDCC National Action Plan is available for download through
TIRF’s project page on this
initiative: https://tirf.ca/projects/idcc
IDCC member quotes:
Pat Cliche, Chair, Ontario Injury Prevention
Practitioners Network: “In collaboration with expert
members from across Canada, we anticipate the development of a
comprehensive National Action Plan addresses the preventable issue
of impaired driving. Working together these inclusive and
data-driven strategies will be implemented to create awareness and
education to address the risks and consequences of impaired
driving. Through the active participation of OIPPN at a provincial
and local level, meaningful change can be made to transform this
dangerous behaviour on our roads.”
Acting Superintendent Matt Moyer, Toronto Police
Service, Traffic Services: “The Toronto Police Service has
partnered with several external partnerships, including the Traffic
Injury Research Foundation (TIRF), Arrive Alive Drive Sober and GTA
Police Services in an attempt to address the serious crime of
impaired driving. There should be no tolerance for impaired
driving on our roads. There is no excuse for impaired driving
when we can utilize ride-sharing apps, taxi services and local
transit as safer alternatives. The Toronto Police Service
will continue to foster these relationships and proactively deter
and prevent impaired driving.”
Kristine D’Arbelles, Senior Director of Public Affairs,
Canadian Automobile Association: “CAA has worked for
decades to raise awareness about the dangers of driving impaired,”
said Kristine D’Arbelles, senior director of public affairs, CAA
National. “This action plan is a positive step towards finding
solutions to help keep our roads safer.”
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 safe 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 / @DropItAndDrive 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 Data from 2019, the most
recent year for which data are available, TIRF’s National Fatality
Database2 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/a6c4015b-ce51-49af-9c65-c539a9a8f88a
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