TADA and OPP team up to prevent distracted driving

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Yesterday the Trillium Automobile Dealers Association and the Ontario Provincial Police announced a new joint advertising campaign, aimed at curbing distracted driving. In Ontario, distracted driving is one of the major causes of accidents on provincial roads — according to TADA’s executive director Todd Bourgon, it accounts for 30 to 50 per cent of all traffic collisions. “It crosses all age barriers and as the association that represents new car dealers in Ontario, we feel it is important to do what we can to improve road safety.”

The campaign begins with a run of print ads which focus on four common themes; talking on cell phones without using hands free devices, texting, selecting music or checking email or social media while driving. The print ads are scheduled to appear in the Toronto Star as well as METRO and Metroland community newspapers across the province. The campaign is scheduled to run through Thanksgiving (October 8), though plans are in place to expand the campaign to digital channels 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,” said TADA president Frank Romeo. “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.”

Jim Christie, president of the OPP Association, added “distracted driving isn’t just a law enforcement issue — it’s a community issue. We applaud TADA for recognizing this and spearheading this campaign to keep our streets safer.”

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