Impaired driving is the No. 1 factor in fatal collisions in Saskatchewan. In 2016, there were 1,100 collisions involving alcohol or drugs, killing 57 people and injuring 464 others. Over the past decade, more than 600 people have been killed and more than 4,000 injured. According to Statistics Canada, Saskatchewan has the highest impaired driving rate among all Canadian provinces, at 575 incidents per 100,000 population. The national average is 201.
For more than 60 years, Saskatchewan Government Insurance (SGI) has been proactive in traffic safety programs, education and legislation with a goal of preventing deaths, serious injuries and property damage due to traffic collisions. As a Crown Corporation, SGI also has a public mandate. The company administers the Saskatchewan Auto Fund, the province’s compulsory auto insurance program and the provider of its driver’s licensing and vehicle registration system. The vision for the Auto Fund is to “achieve the safest roads in Canada while caring for customers.”
Reducing the number of fatalities and injuries due to impairment is a safety issue and a significant challenge. Despite well-documented risks, stopping a friend from drinking and driving isn’t always easy. To effect positive change, friends and family need to be more assertive and drivers at risk must change their attitude and behaviors toward impaired driving.
Working with SGI, our opportunity was to engage people on an emotional level, inform, educate, raise awareness, build understanding and shift behaviors through a multi-faceted community-based campaign.
Saskatchewan is a large province, with 160,000 kilometers of roadways. The province’s two largest cities have limited public transportation. Having a driver’s license is not a convenience. It is a necessity.
Drivers aged 25 to 44 account for the largest percentage (41.4) of impaired driving accidents....
This content is available to IABC members only. To continue reading, log in below.