Data-driven education campaign promotes safe driving, cycling and walking in Waterloo Region
Waterloo Region – The Region of Waterloo has launched the Safe Roads Waterloo Region (#SafeRoadsWR) campaign. The multi-phase public education campaign aims to reduce injuries and fatalities on Waterloo Region roads.
In line with the values of the global Vision Zero movement first launched in Sweden in 1994, the campaign advances the philosophy that no injury or loss of life is acceptable on our roads. The campaign will be implemented in phases through a variety of digital and traditional methods. It will aim to reach a wide target audience of road users in Waterloo Region, including motorists, cyclists and pedestrians.
“The purpose of this education campaign is injury and fatality reduction,” said Bob Henderson, Manager, Transportation Engineering. “As part of our overall strategy, to continue to implement safety improvements on Regional roads, the education campaign supports these efforts by adding an awareness piece. We want residents to be aware of the data – where, when and why collisions are happening – so we can empower them to play their part in road safety. Achieving our goal requires an effort on the part of all stakeholders – motorists, pedestrians, cyclists, Waterloo Regional Police Services and local government.”
“We are pleased to partner with the Region of Waterloo on this public education campaign to help make our roads safer for everyone, including pedestrians, cyclists and motorists,” said Waterloo Regional Police Staff Sergeant Michael Hinsperger. “Road safety must be a top priority for all road users and by working together we can help prevent death and injuries on our roadways.”
Based on a comprehensive review of collision data by the Region’s Transportation staff, the campaign brings awareness to four collision patterns within our community.
These are:
- Rear-end collisions at intersections
- Roundabout collisions resulting from fail-to-yield behaviours
- Cyclist collisions at signalized crosswalks
- Pedestrian collisions at signalized crosswalks
Safe Roads Waterloo Region uses the theme 1 Split Second to communicate the value of road safety in all four focus areas. In each of the high-risk traffic scenarios identified, collisions happen in the blink of an eye. The creative campaign materials remind road users that every second counts. By sparing a small amount of time on your journey, you can make a big impact on the safety of everyone sharing the road.
Starting today and over the coming weeks, the campaign will launch on social media, YouTube, radio and local newspapers. It will continue to be implemented throughout 2019.
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For more information please contact:
Bob Henderson, Manager, Transportation Engineering, Region of Waterloo, 519-575-4515, bhenderson@regionofwaterloo.ca
Cherri Greeno, Media Relations Coordinator, Waterloo Regional Police Service, 519-570-9777 (WRPS) ext. 8773 cherri.greeno@wrps.on.ca<mailto:cherri.greeno@wrps.on.ca