The Insurance Brokers Association of Canada (IBAC) will be playing an active part in National Road Safety Week (December 1-7, 2019) by launching a campaign designed to raise awareness of the dangers associated with distracted driving.

According to Transport Canada, distracted driving was a contributing factor in 21% of fatal collisions and 27% of collisions involving serious injuries in 2016. According to the SAAQ, distracted driving is one of the causes most frequently mentioned by police officers in the wake of accidents involving death or injury in Quebec. P&C insurance professionals are all too aware of the issue of distracted driving.

In IBAC's press release, Peter Braid, CEO of the organization, said: "Insurance is all about risk, and distracted driving is an extremely risky behaviour. That’s why insurance brokers are partnering with the Canada Safety Council to raise awareness of the danger and encourage drivers to keep their eyes on the road. The stakes are high – death, injury, property damage, fines and rising insurance premiums. Whatever the distraction, it’s not worth the risk.”

To increase the scope of its message, IBAC is asking brokers to tap into their digital networks. Campaign-related advertising for use in social media is now available in the Bipper toolbox. The available documents include a table of applications enabling motorists to put their smartphones in silent mode with a view to reducing distractions on the road. For the campaign launch (slated for December 1), brokers will also be asked to relay specially-created messages on Twitter and Facebook.