The 2016 Auto Dealers Against Distracted Driving Campaign began across Canada at the beginning of March, with 670 auto dealerships currently registered nation-wide to participate.
Throughout the month, customers who visit participating dealerships will be asked to make a personal pledge against the fatal behaviour and make a formal commitment to improve road safety by not driving distracted. Pledges from customers and dealership employees can also be submitted online at www.distractionfree.ca.
“This is our second year participating in the campaign and we’re hoping to build off of the great response we saw from our customers last year; our Applewood Kia location in Surrey, BC, was among the top dealers in the country with 618 individual pledges collected over the course of campaign month,” says Linda Thomas, a campaign champion for Applewood Auto Group. “It’s important we engage directly with our customers because we believe that the act of physically signing your name will encourage a real behavioural change. We hope our campaign will encourage them to think twice before reaching for their phone while behind the wheel.”
The campaign aims to educate drivers on the easy and simple solutions to resist the urge to drive distracted, such as pairing to blue tooth and securing potential distractions before starting a trip.
“A total of 433 dealerships registered for our inaugural campaign last year and today, we are already sitting at 670 dealers, which is approximately a 50% increase– and there’s potential for that number to grow since dealers can register right up until the end of March,” says Marc-Andre Lefebvre, vice president of sales for the Quebec region at LGM. “Measuring registered dealers is only one form of engagement; we are also aiming to surpass last year’s campaign pledge count of 3,000 and I’m confident we will do that.”