Dec. 4, 2008
FREDERICTON (CNB) - Highway safety and discouraging drinking and driving will be the focus of a new public awareness campaign launched today by Public Safety Minister and Solicitor General John W. Foran.
"Be...safe and sound" is a provincewide highway safety awareness campaign that will feature a series of television and radio ads and other initiatives. Based on research results, two television ads were produced: one targeted primarily to the 26-45 age group, and the other aimed at a more youthful audience. The theme of the ads is, "Drinking and driving doesn't add up."
"Far too many New Brunswickers are killed or injured every year in road crashes," Foran said. "Our government has already passed important legislation related to drinking and driving, seatbelt use, speeding, driver distraction, and graduated licensing for new drivers. Now we must work to change attitudes, behaviours, and misconceptions."
The ads will begin airing today, and their launch coincides with the Canada Safety Council's National Safe Driving Week, which takes place this week. In addition, the Insurance Bureau of Canada is joining with government to support the campaign and its other highway safety initiatives during the coming year.
"The Insurance Bureau of Canada (IBC) is happy to partner with Public Safety to raise awareness about the very real perils of impaired driving," said Bill Adams, acting vice-president, Atlantic IBC. "Government is taking a clear leadership role in making road safety a priority, and we are pleased to support this effort."
In keeping with the comprehensive nature of the campaign, two partner initiatives will also take place over the next two months: the distribution of USB keys containing the television ads, and the distribution of decals featuring the slogan, "Drinking and driving doesn't add up." The removable decals will be placed on driver's-side car windows on vehicles in various locations, by volunteers from Teens Against Drunk Driving, under the supervision of RCMP officers. The USB keys will be distributed through the RCMP and regional and municipal police forces during their holiday blitzes and other enforcement efforts.
"The purpose of Teens Against Drinking and Driving (TADD) is to get young people to think about the possible impact of being impaired and getting behind a wheel," said Cpl. Tammy Ward, New Brunswick TADD co-ordinator. "This campaign by the Province of New Brunswick will help TADD students get their message out by reinforcing the very real dangers of impaired driving."
"We believe that this campaign is a very powerful step toward building a safer New Brunswick, which remains a major component of the government's self-sufficiency agenda," Foran said. "We appreciate the support of our partners and sponsors as we work towards this goal. Drinking and driving should never mix, and through this campaign, we are confident that New Brunswickers will get that message."
"Be...safe and sound" is a social marketing campaign designed to change attitudes and behaviours related to road safety. More information may be found at www.gnb.ca/besafe.
EDITOR'S NOTE: Background information follows. MEDIA CONTACT: Greg Carrière, media relations, Department of Public Safety, 506-444-5267.
Backgrounder - "Be…safe and sound" campaign