- A graphic, bloody television ad campaign modelled after similar United Kingdom commercials will try to shock Winnipeg drivers into respecting the speed limit.
- Show a group of distracted youths and a harried young father speeding before their vehicles crash, leaving them smashed and bloody. In both spots, the sound of crying women can be heard as the commercials close.
- They'll hit three local television stations this month, showing about 165 times during hit shows like The Office, Saturday Night Live and Law and Order: Cold Case.
- "I think we want people to understand that these aren't sterile situations that you're going into. These are the type of situations where they're extremely horrific and the people that actually experience them, the impact has had a ripple effect throughout the entire community," said Winnipeg police central traffic unit commander Staff Sgt. Mark Hodgson.
- The campaign is modelled after a four-minute advertisement in the United Kingdom that featured three young women being thrown around a car after a brutal crash.
- Hodgson said the graphic nature of the ads was to capture people's attention to the danger of speeding.
- He'd like to see a social shift in the way people perceive speeding, similar to changes over the last 25 years in perceptions of drunk driving.
- "We want to change culture so that people understand they're having an impact on people when they're speeding, even slightly over the speed limit," he said.
- The Just Slow Down campaign has been allotted $1 million from fine revenues the city collects from photo radar. It's projected to continue for five years, after kicking off last year. These commercials will run during the spring, summer and fall. Hodgson said speed has a "devastating" impact on crashes, like other risk-taking behaviour such as drinking and running red lights.
- By the end of 2010, the campaign is projected to have cost about $400,000 for its first two phases.
- Jan Frizzley, the mother of a 26-year-old Dr. Hook tow truck driver killed in a 2007 crash, said she wants to see stiffer sentences for speeders.
- Last year, 22-year-old Steve Watkins was sentenced to 30 months for impaired driving causing death.
- He ended up serving 12 months at Stony Mountain Penitentiary, said Frizzley. His SUV was speeding the wrong way down a one-way street. Frizzley supports the police videos, even though she said they're difficult to watch.
- She said speeders make a choice to put others at risk, causing "horrendous" loss.
- Since then, the Frizzley family has been active supporting safe driving campaigns and lobbying for stiffer punishments and changes to laws.
- Just Slow Down’s second phase features a pair of television spots about a fictional head-on crash between a carload of chattering teens and a man rushing home from work.
- The commercials target all motorists, but particularly teens who are new drivers.
- Police hope the graphic nature will deliver the message and create a discussion at the dinner table.
- The goal is to prevent fatal and injury collisions, police said.
- Since then, the Frizzley family has been active supporting safe driving campaigns and lobbying for stiffer punishments and changes to laws.
- Just Slow Down’s second phase features a pair of television spots about a fictional head-on crash between a carload of chattering teens and a man rushing home from work.
- The commercials target all motorists, but particularly teens who are new drivers.
- Police hope the graphic nature will deliver the message and create a discussion at the dinner table.
- The goal is to prevent fatal and injury collisions, police said.
-THE AD: There are two about to be launched in Winnipeg: a group of youths end up battered around in a crashed car, and a man hurrying home from work ends up choking on his own blood.
THE LENGTH: 30 seconds for the television spot.
THE GORE: Minimal, relatively.
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City intersections with the highest collision rates:
Moray Street and Portage Avenue
Kenaston Street and Grant Avenue
Sterling Lyon Parkway and Kenaston Boulevard
Kenaston Boulevard and McGillivray Boulevard
Bishop Grandin Boulevard and Waverley Street
Pembina Highway and Bison Drive
River Road and Bishop Grandin Boulevard
St. Mary's Road and Bishop Grandin Boulevard
Bishop Grandin Boulevard and Dakota Street
Fermor Avenue and Lagimodiere Boulevard
Stafford Street and Academy Road
Confusion Corner
Archibald Street and Marion Street
Dugald Overpass and Lagimodiere Boulevard
Lagimodiere Boulevard and Regent Avenue
Notre Dame Avenue and McPhillips Street
Main Street and Redwood Avenue
Lagimodiere Boulevard and Springfield Road
Inkster Boulevard and McPhillips Street
Leila Avenue and McPhillips Street
- Go to www.justslowdown.ca for more information.
- Just Slow Down is a public awareness campaign to help drivers understand the relationship of excessive speed to traffic collisions, injuries and fatalities.
The consequences of a single moment in time can be catastrophic. Excessive speed not only contributes to loss of vehicle control and greater incidence of collision, but a reduction of just a few kilometers per hour during impact can mean the difference of life and death…walking away and long-term disability.
Drivers and pedestrians alike deserve to feel safe on Winnipeg streets. An overall reduction in driving speed CAN and WILL make a difference.
JOIN THE MOVEMENT. Consider a general reduction in your driving speed as a habit. Help keep Winnipeg streets safer for all.
Just Slow Down.
- While there are a variety of factors that may cause a collision, speed is deadly. Faster speeds exponentially increase vehicle damage and the seriousness of injuries in a collision. In fact, 1 out of 5 collisions result in serious injury or fatality.On average, there are more than 35 collisions each day on Winnipeg streets. It should come as no surprise that two-thirds of collisions occur at intersections. This map shows the locations of the Winnipeg intersections that have the highest collision rates each year.
Drivers and pedestrians alike deserve to feel safe on Winnipeg streets. An overall reduction in driving speed CAN and WILL make a difference.
JOIN THE MOVEMENT. Consider a general reduction in your driving speed as a habit. Help keep Winnipeg streets safer for all.
Just Slow Down.
- While there are a variety of factors that may cause a collision, speed is deadly. Faster speeds exponentially increase vehicle damage and the seriousness of injuries in a collision. In fact, 1 out of 5 collisions result in serious injury or fatality.On average, there are more than 35 collisions each day on Winnipeg streets. It should come as no surprise that two-thirds of collisions occur at intersections. This map shows the locations of the Winnipeg intersections that have the highest collision rates each year.
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