Ann Charboneau Ottawa Dec 10, 2007 14:51 pm

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]