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Safety campaign “Be Alert, Be Seen” launches provincially

November 1, 2016

Today, a new provincial safety campaign called "Be Alert, Be Seen" launches with support from Sunnybrook Health Sciences Centre in partnership with the Ministry of Transportation (MTO), Toronto Police Services, CAA, Ontario’s trauma centres, and other road safety partners. The campaign encourages both drivers and pedestrians to stay focused and remain visible while using the roads. It will also feature PSAs, which will be broadcast provincially in the coming weeks.

“Trauma centres want to keep both drivers and pedestrians from ever seeing the inside of a trauma bay,” says Dr. Avery Nathens, Medical Director, Tory Regional Trauma Centre, Sunnybrook. “So far this year we have seen a 20.7 per cent increase in pedestrian injuries coming to Sunnybrook’s trauma bay as compared to the same time frame in 2015. This is alarming, and we must get back to basics when it comes to prevention. For example, avoiding distractions while driving or walking.”

“Pedestrians are among the most vulnerable on our roads. I thank our valued road safety partners — Sunnybrook Health Sciences Centre, police services, the CAA and other community partners across Ontario — for once again joining with us during the first week of November to raise awareness about pedestrian safety and help reduce injuries and fatalities.” - Steven Del Duca, Minister of Transportation

Event details

  • Tuesday, November 1, 2016
  • Toronto Police HQ – Lobby, 40 College Street
  • 10:00 a.m. (Speaking portion)

Speakers

  • The Honourable Steven Del Duca, Ontario Minister of Transportation
  • Gord Jones, Superintendent, Toronto Police Service, and Co-Chair, Ontario Association of Chiefs of Police
  • Joanne Banfield, Manager, Trauma Injury Prevention, Sunnybrook (MC)
  • Dr. Avery Nathens, Medical Director, Tory Regional Trauma Centre, Sunnybrook
  • Teresa Di Felice, Director of Government and Community Relations and Driver Training, CAA

Media contact

Laura Bristow, Communications Advisor, Sunnybrook Health Sciences Centre
416-480-6100 ext. 62663 / 416-726-9683
laura.bristow@sunnybrook.ca