The Co-operators will fund Canadian Traffic Injury Research Foundation (TIRF) research dedicated to reducing distracted driving in Canada, the company has announced. The two parties have signed a partnership which has a single aim: to reduce the number of incidents, as distracted driving is a “substantial factor in road fatalities and may be equal to or even exceed impaired driving in at least some jurisdictions in Canada,” the Co-operators says.
TIRF focuses on research identifying the causes of road accidents, and develops programs and policies to effectively address them. Under the new agreement, the Co-operators will fund the research and educational work.
“As an insurer of more than one million vehicles, we see first-hand the devastating effects of traffic injuries and fatalities on the lives of our clients,” said Kathy Bardswick, President and CEO of The Co-operators. “Distracted driving is a contributing factor in one of every four major injury crashes. We are determined to make a difference by working to change behaviour around distracted driving to make our roads and communities safer for everyone.”
To achieve that, TIRF will create a public online repository of data, information, and easily accessible resources; and a multi-stakeholder working group, which will develop a national evidence-informed comprehensive actions plan to combat distracted driving next year.
The new partnership with TIRF is part of the Drive out Distraction program initiated by The Co-operators.