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FOR IMMEDIATE RELEASE

Time for a new Victoria Day weekend driving tradition in Canada: greater safety knowledge for safer road trips

Toyota Canada Foundation and Traffic Injury Research Foundation encourage drivers to visit www.brainonboard.ca prior to getting behind the wheel this long weekend

TORONTO, ON., (May 17, 2013) – The Victoria Day long weekend is widely regarded as the unofficial start of summer. Whether it’s travelling to cottages, campgrounds or family get-togethers, the much-anticipated holiday is a celebrated launch into the busiest driving season of the year.    

“Because so many people travel over the Victoria Day long weekend, it’s the perfect time to reflect on the importance of safe driving,” said Sandy Di Felice, Director, Toyota Canada Inc. “Drivers need to be thinking about safety as a top priority every time they get behind the wheel, making sure they follow safe driving practices from the moment they and their passengers enter their vehicles.”  

To that end, the Toyota Canada Foundation and the Traffic Injury Research Foundation (TIRF) encourage all Canadians to visit www.brainonboard.ca before driving this weekend. The website contains everything from plain-language descriptions of important safety technology found in today’s vehicles, and how to make the most of those features, to the various driving behaviours that are essential for safe driving.         

“Brain on Board is about dispelling myths and arming drivers with accurate information about safety features and safe driving habits” said Robyn Robertson, TIRF President and CEO. “One of the most concerning findings from our research is that a majority of Canadians rate themselves as safer than other drivers because this can create a false belief that safety is the responsibility of other motorists. It is important that drivers remain focused on their own driving and rely upon safe driving habits under all types of road conditions. Each driver plays an important role in helping to create a safer environment for all road users. Brain on Board is ideal for that because it’s one convenient, easy-to-use site that has all the information people need to better protect themselves and others on the road.”

About the Toyota Canada Foundation. The Toyota Canada Foundation is a national not-for-profit, private charitable foundation, with a long-standing commitment to the Environment, Education and Safety. The Foundation supports charitable and non-profit organizations dedicated to good work in these areas.    

About TIRF. Established in 1964, TIRF’s mission is to reduce traffic-related deaths and injuries. As a national, independent, charitable road safety research institute, TIRF designs, promotes, and implements effective programs and policies, based on sound research. TIRF is a registered charity and depends on grants, awards, and donations to provide services for the public. Visit us online at www.tirf.ca.

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For more information, please contact:


Manager, Marketing and Communications

613-238-5235 (office)
1-877-238-5235 (toll-free)
1-613-238-5292 (fax)
tirf@tirf.ca
http://www.tirf.ca/