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Education and Awareness Bill 118

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Distracted Driving

1.MTO public education initiatives

2.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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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)

Bill 118: Public

Education

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Key MessagesMessages 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

|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

An comprehensive, multi-media approach will be used to maximize reach and resonate with target audiences:

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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, MTO’s YouTube channel

• Preconditioning and sustaining opportunities: community/stakeholder events, conferences, tradeshows, media events with Minister

Delivery Channels

Spring 09

Spring 09 Questions