Be Smart. Be Safe.

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Media Releases 2010

May 17, 2010

Driver distraction to be focus of awareness initiative

FREDERICTON (CNB) – Awareness of driver distraction will be the focus this summer, as the Province and Insurance Bureau of Canada (IBC) join together to deliver a New Brunswick-specific edition of IBC’s award-winning Be Smart. Be Safe. tour.

Details on the initiative were announced today in conjunction with the launch of Canada Road Safety Week, taking place May 17 – 24.

Two student ambassadors will visit community events throughout the province, profiling the dangers that occur when drivers are distracted. They will encourage people to try out IBC’s driving simulator, which tests drivers' reactions to a variety of scenarios, show them the effects of distraction, and hand out educational materials.

“We are very pleased to be part of this campaign, as part of our ongoing efforts to make New Brunswick safer,” Public Safety Minister and Solicitor General John Foran said. “With distractions all around us, and new technology available in vehicles, it’s more important than ever to remind drivers to keep their attention on the road.”

"Studies indicate that 80 per cent of collisions are the result of driver distraction," said Bill Adams, vice-president, Atlantic, IBC. "That is why we believe it is important to bring our interactive road safety awareness campaign to all New Brunswickers, as part of IBC’s support of the New Brunswick Highway Safety Strategy."

The simulator features an actual-size driver's seat, gas pedal and brake, steering wheel, dashboard and wide video screen. Drivers see how well they can handle the vehicle while driving in adverse weather, avoiding road hazards, and handling distractions.

MEDIA CONTACTS:
Meghan Cumby, communications, Public Safety, 506-444-5267;
Leah Sanford, Community Relations Coordinator, Insurance Bureau of Canada, 902-429-2730 ext 226