Road Safety Campaign (Synopsis)

Blainville Police Service

Description: Since 2006, the Blainville Police Service has run an annual road safety campaign to encourage safer driving. This campaign is based on data from Quebec’s provincial public automobile insurance agency (Sociéte de l’assurance automobile du Québec, or SAAQ). The campaign is heavily promoted through the Internet (websites, online videos and social media), radio and TV.
Objective: This campaign seeks to increase road safety and reduce speeding on roads.
Outcomes: Anecdotal evidence and preliminary statistics from an evaluation in progress indicate the following outcomes:
  • an increased sense of responsibility among citizens regarding speeding and its consequences;
  • fewer citizen complaints regarding road safety; and
  • a decrease in traffic accidents for Blainville residents.

In 2006, 57% of tickets issued were issued to Blainville residents, while 43% were issued to non-residents. In 2012, 42% of tickets were issued to residents, while 58% went to non-residents. Blainville has the second-lowest rate of road accidents among cities in the province of Quebec.
Resources: The road safety campaign costs $25,000 annually for the design and communication components of the information campaign. No other resources are used, as officers already monitor road safety and issue tickets as part of their regular duties.
Province: Quebec
Record Entry Date: 2013-08-01
Date modified: