New ICBC campaign aimed at the leading cause of fatalities: SPEED

EVERY year, 82 people are killed in speed-related crashes, making speed the number one cause of car crash fatalities in B.C. (according to police-reported data, five-year average from 2013 to 2017).
That’s why ICBC, government and police are launching a new month-long campaign focusing on speed and urging drivers to slow down.
Speeding is a concern for all road users, not just drivers. Research shows that if a pedestrian is hit by a passenger vehicle at 40 km/h, 90 per cent of pedestrians would survive. However, that number drops to 50 per cent survival rate if the collision occurs at 80 km/h.
Police will be targeting speeders during May and Speed Watch volunteers will also be set up in B.C. communities to remind drivers of their speed.
The campaign includes radio advertising and social media.
ICBC is also working together with government to upgrade 35 existing intersection safety cameras to identify and ticket speeding drivers.
David Eby, Attorney General, said: “Our government in partnership with ICBC is increasing speeding enforcement to save lives. Please slow down.”
Chief Constable Neil Dubord, Chair of the B.C. Association of Chiefs of Police Traffic Safety Committee, added: “Speeding, failing to yield and unsafe lane changes are high-risk driving behaviours that put everyone at risk. Drivers have to be responsible for their actions, pay attention and focus on driving. Police will be out in full-force across the province this month looking for drivers who feel the rules don’t apply to them.”
Lindsay Matthews, ICBC’s Vice-President Public Affairs, noted: “Driving over the speed limit really doesn’t get you there any faster, and instead increases your chances of crashing. When you slow down you see more of the road and it gives you more time to react to the unexpected. We can all do our part by slowing down to make roads safer and save lives.”
On average, every year, because of speed-related crashes:

* 26 people are killed in the Lower Mainland
* 10 people are killed on Vancouver Island
* 28 people are killed in the Southern Interior
*19 people are killed in North Central B.C.

Speed includes unsafe speed, exceeding speed limit, excessive speed over 40km/h, and driving too fast for conditions.

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