Backgrounder
Natural Resources Canada (NRCan), ecoENERGY for Personal Vehicles, is conducting early market and technical research that will support a new, public education initiative to be launched in 2009 -10. The initiative will encourage Canadian motorists to change aggressive driving styles, defined as hard acceleration, frequent braking and speeding, as a means to reduce fuel consumption, environmental impacts and improve driver safety. Aggressive driving can increase individual fuel consumption by up to 37%. Recent studies indicate that 66% of Canadian motorists have a tendency for aggressive driving. Presently in the research phase, NRCan is reviewing existing technical literature and will be conducting a national telephone survey and focus groups. This information will allow NRCan to develop key programming messages and tools to help reduce aggressive driving styles. The program may take the form of a national framework under which partners can tailor and develop community-based social marketing initiatives to assist in the delivery of local, "attitude and behaviour-changing" action plans. Large-scale media events such as cross-country "lead-foot/feather-foot" demonstrations, community-based activities, and the development of tools, resources and websites will be an integral part of the implementation plan. The campaign is expected to reach 30% of the Canadian population by 2010 -11.
Seeking Information
Has anyone had any experience in the development of CBSM approaches on aggressive driving styles that focus specifically on speeding, hard breaking and jack-rabbit starts? Your suggestions/comments are appreciated.
Thank you.
Ann Charboneau
Natural Resources Canada
[email protected]
CBSM Approach to Aggressive Driving Styles and Fuel Consumption
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Hi Ann -
I work on a program in Nova Scotia called the Pace Car program: a community-based anti-speeding initiative through Active & Safe Routes to School in partnership with Canada's home, car and business insurers. We use CBSM to promote and support the program. In a nutshell, Pace Car is a voluntary program adopted by schools, organizations, communities, etc. whereby participants agree to drive the posted speed limit and to be more aware and courteous drivers in an effort to curb speeding and make the streets safer and more liveable. I'd be happy to share information we've garnered from the program, as well as learn more about NRCan's plan.
Warm regards,
Cheyenne Dickinson
Community Advisor
Active & Safe Routes to School
Halifax, NS (902)
442-5055
[email protected]
Ann C,
I would suggest you contact ICBC (Insurance Company of British Columbia) which may have gathered some data and approaches over the years on this subject. Also BCAA BC Automobile Assn may have done some related work and may be interested in doing an article in their monthly magazine on this.
Fred Bass