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September 15, 2006
Advertising campaign highlights safety for all road users
The City of Toronto’s Transportation Services Division is launching an advertising campaign aimed at encouraging everyone who uses roads and sidewalks to make safety their number one priority.

The advertising, which is on radio stations, outdoor media and in various newspapers, features a fictitious driving school instructor named Steve Fenton who promotes a variety of unsafe driving practices to his students. The campaign will run from September 18 to early November.

“We are extremely concerned about the safety of everyone who uses our roads - pedestrians, cyclists and motorists,” said Councillor Shelley Carroll, Chair of the City’s Works Committee. “The best way to keep our streets safe is for everyone to be cautious and courteous at all times. We all need to learn to share the road.”

“The ads are designed to show, in a humorous way, that we all need to improve certain behaviours, such as stopping for red lights, avoiding distractions like cell phones, and always being cautious when we cross streets,” said Gary Welsh, General Manager, Transportation Services, City of Toronto.

In 2005, a total of 55,290 collisions occurred in Toronto, which means a collision took place every 9.5 minutes. Of these collisions, 12,540 involved personal injury - one person was hurt about every 30 minutes.

More than half of all traffic fatalities in the City of Toronto involve pedestrians. A total of 29 pedestrians were killed in 2005, and 25 have been killed so far this year. More than 2,300 pedestrians are injured on Toronto’s roads every year - an average of six people each day.

Media contact:
Steve Johnston, Sr. Communications Co-ordinator, 416-392-4391



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