Programs Andrew Murie Chief Executive Officer MADD Canada - PowerPoint PPT Presentation

Call 911 Programs Andrew Murie Chief Executive Officer MADD Canada November 2011

MADD Canada • Founded in 1990; modeled on MADD US (1980) • Mission Statement: To stop impaired driving and to support victims of this violent crime • Priorities: - promoting effective legislation - producing research & statistical analyses - raising public awareness - providing support to victims of impaired driving • Approx. 110 community- based groups across Canada and 7,500 volunteers

Estimated Number of Alcohol-Related Crash Fatalities, Injuries and Property Damage Only (PDO) in Canada Year Fatalities Injuries PDO 2004 1,157 68,245 225,555 2005 1,210 71,413 235,901 2006 1,278 75,374 249,117 2007 1,239 73,120 241,666 2008 1,162 68,530 226,522

Impaired Driving • Impairment-related crashes are the #1 criminal cause of death in Canada • Since 2000, progress to reduce impairment-related deaths and injuries has stalled • In 2007, MADD Canada launched Campaign 911 as one of its key strategies to reduce the number of impairment-related deaths and injuries

Campaign 911 • 5 th Anniversary • Programs in: Newfoundland & Labrador New Brunswick Prince Edward Island* Nova Scotia* Ontario Manitoba* Saskatchewan* Alberta* British Columbia Yukon * Provincial Programs

Call 911 Program Across Canada Alberta* New Brunswick Hamilton Beaver County Bathurst Kawartha Lakes Calgary Blacks Harbour London Camrose Fredericton Manitoulin Island Edmonton Grand Forks Ottawa Fort MacMurrray Rothesay Peel Region Fort Saskatchewan Saint John Renfrew County Leduc St. Andrews Sarnia Lambton Parkland County St. George Timiskaming & Area Red Deer St. Stephen Windsor & Essex County St. Albert York Region Nova Scotia* British Columbia Amherst Prince Edward Island* Nanaimo Bridgewater Charlottetown Cape Breton Kensington Manitoba* Cobequid Summerside Brandon New Glasgow South Shore Saskatchewan* Newfoundland & Labrador Estevan Clarenville Ontario Regina Gander Barrie/Simcoe Saskatoon Grand Falls – Windsor Durham Region Weyburn Labrador West Elliot Lake St. John’s Grey North Bruce Yukon Halton Region Whitehorse

Campaign 911 Materials

Media Tools • Radio PSAs • Television PSAs • You Tube • Facebook

Television PSAs Glasses Rewind

Television PSAs Staying on the Road

Rationale for 911 Programs • Calling 911 to report suspected impaired drivers is not new or novel • Previous public reporting programs failed to catch on because they did not use the emergency 911 number • 50% of public did not think calling 911 was an appropriate use of the emergency number

Benefits of 911 Programs • Increases perception for drinking drivers that they will be caught • Involves the public • Strategic use of police resources • Increases number of 911 calls to report suspected impaired drivers

Benefits of 911 Programs (cont.) • Increases number of impaired driving charges • Prevents alcohol-related crashes • Helps, along with other countermeasures, to reduce impaired driving deaths and injuries

Key Components of an Effective 911 Program • Partnership with traffic safety organizations, police, emergency call centres, public health, insurance companies, municipalities, media • Large, highly-visible signs

Key Components of an Effective 911 Program (cont.) • Sufficient police and emergency call centre resources to respond to the 911 calls to report suspected impaired drivers • Educate the public on how to recognize a suspected impaired drivers - combat the misperception that impaired driving is not appropriate reason to call 911

10 signs of a Media launch of suspected program impaired driver Highly visible campaign urging public to call 911 to Conduct for placing 911 call report suspected impaired drivers Best practices for Drinking driver reporting a suspected impaired driver Public calls 911 to report suspected impaired driver

- Record calls Emergency Call Centre - Date / time of day dispatches police - Vehicle information Intercept suspected impaired driver Police are dispatched to find Owner of vehicle is suspected impaired driver known, no interception by police Follow-up: - No interception - Vehicle unknown - Letters/personal visits to vehicle owners - Media release if a 911 call results in impaired driving charge - Keep statistics and report monthly

Key Responsibilities of Police Enforcement • Support of Police Chief (launch event) • Prepare for redeployment of resources • Respond to 911 calls for suspected impaired drivers • Laying charges, reporting medical problems • Follow-up with owners of vehicles reported but not intercepted • Responding to media and public enquiries about 911 program to report suspected impaired drivers

Key Responsibilities of Police Enforcement (cont.) • Media releases • Recording and compiling statistical data on the 911 program: - number of 911 calls - number of intercepts - number of impaired driving charges - number of alcohol-related crashes - number of alcohol-related crash fatalities - number of alcohol-related crash injuries - number of letters sent to vehicle owners - number of personal visits to vehicle owners

Sample Letter to Vehicle Owners

Sample Press Release

Sample of Ongoing Promotion York Regional Police is inviting members of the media to attend a press conference to mark the 1000 th arrest as a result of “Safe Roads… Your Call” Program”

Key Responsibilities of Emergency Call Centres • Ability to handle increase in 911 calls, particularly on evenings and weekends • Ensure collection of sufficient information for successful police interception • Dispatch calls to police • Monitor calls for quality, direction of travel, day and time of call

Educating the Public 10 Signs of a Suspected Impaired Driver • Driving unreasonably fast, slow or at inconsistent speeds • Slowly driving in and out of lanes • Driving without headlights, failing to lower high-beams or leaving turn signals on • Tailgating and changing lanes frequently at excessive speeds • Making wide turns, changing lanes or passing without sufficient clearance • Overshooting, stopping well before or disregarding signals and signs • Approaching signals or leaving intersections too quickly or slowly • Driving with windows open in cold or inclement weather • Stopping without cause in a live traffic lane • Driving in a low gear for no apparent reason or frequently grinding gears

Educating the Public Safety: • Passenger, rather than driver, should make call • Drivers who are alone should pull over to make call (i.e. may be necessary to stop, when safe to do so, to place call) • Public should be encouraged to make calls from locations other than a vehicle (i.e. home, school drinking establishment) • Public should be informed about impaired driving behaviours to ensure calls are only placed when appropriate and necessary • Calls should be brief – only the information that is absolutely required should be requested

Educating the Public Best Practices: • Call 911 to report possible impaired driver • Provide location • Describe the vehicle: licence plate number, colour, make & model • Provide direction of travel • Description of driver

Key Responsibilities of Traffic Safety Organizations • Promote 911 Program to the public • Raise funds for 911 signage • Incorporate the 911 Program message into other media campaigns about impaired driving • Media campaigns to promote 911 program

Radio Public Service Announcement

Thanks to your current radio ad campaign, I was aware to call 911 to report an impaired driver after he hit my car while driving. Thankfully, I am alive and fine and the idiot has been caught by the local RCMP member. Had it not been for your radio ads to call 911…I would not have called until after I arrived home. My life was not affected by this idiot and thanks to your ad, someone else may still be alive. Telephone call received by MADD Canada

Results of 911 Programs

York Region, ON • Population - 1,062, 000 • 1,776 square kilometres

York Region, ON Year Calls Charges % of Charges for 911 Calls Prior to implementation June 28/06 – June 28/07 1,335 166 12.4% After implementation June 28/07 – June 28/08 2,252 310 13.8% June 28/08 – June 28/09 2,247 330 14.7% June 28/09 – June 28/10 1,994 298 14.9% June 28/10 – June 1/11 2,010 265 13.2% Total 8,503 1,203 14.1% Average Change +59% +81%

Calgary, AB • Population - 1,230,248 • 705 square kilometres

Calgary, AB Month 911 Calls % of Change Pre-Launch Post-Launch after RID Launch 2008 - 2009 2009 - 2010 October 341 409 19.9% November 357 470 31.7% December 285 486 70.5% January 255 538 111% February 246 462 87.8% March 271 567 109.2% April 258 557 115.9% May 303 575 89.8% June 315 567 80% July 328 699 113.1% August 299 570 90.6% September 309 515 66.7% First Year 3,567 6,415 79.8% Number of people charged as a result of 911 calls increased by 28% (268 in 2008/2009 to 343 in 2009/2010)