ICBC applauds B.C. broadcasters for $1 million pledge

Broadcasters helping to make B.C. roads safer

VANCOUVER, May 4 /CNW/ - The provincial government's new regulations on the use of handheld devices while driving is getting major support from the British Columbia Association of Broadcasters. BCAB members will contribute more than $1 million in public service airtime over the next year to remind drivers of the risks associated with using handheld devices while driving.

The BCAB public service announcements will remind drivers that when you are behind the wheel, anything that competes with your attention will impair your ability to notice what's going on around you, increasing your risk of being in a crash.

"Our members, who include the major broadcasters in this province, are very excited to offer this support to the distracted driving campaign," said Brad Phillips, president of BCAB. "We recognize the power that our stations have to make our communities better and to save lives. We take that responsibility seriously and hope that these public service announcements will make B.C. roads safer."

ICBC's director of road safety, Nicolas Jimenez, notes that the airtime contribution will help drive home the message that safe driving is about making smart driving decisions. "Driving is a complex task that demands all of our concentration if it is to be done safely," said Jimenez. "Be a role model and set an example - your smart decisions can have a significant influence on others."

The multi-media campaign, which began in late April, reminds drivers that using a handheld cell phone while driving is not only illegal, it is dangerous. Depicting the aftermath of a crash, viewers are encouraged to "get the message" and stop using their handheld cell phones while driving.

In the past, the BCAB has been a major supporter of the highly successful CounterAttack campaign. Today's announcement is a continuation of efforts by broadcasters in the province to help make our roads safer for everyone.

For more information on the new rules regarding handheld devices and to watch the public service announcement, please visit www.drivecellsafe.ca.

For further information: Media contacts: Mark Jan Vrem, [phone]