• Insurance Bureau of Canada encourages Canadians to put down cellphone and #likelife
  • IBC launching its #likelife campaign by releasing a video to raise awareness of the dangers of distracted driving

The Insurance Bureau of Canada (IBC), the national industry association representing Canada’s private home, auto and business insurers, has launched a #likelife campaign to encourage Canadians to put down their phones while on the road.

Sally Turney, Vice-President, Communications, IBC, said: “Unfortunately we continue to see an increasing number of drivers engaging on social media. Whether checking their Twitter feed, scrolling through their Facebook timeline, or looking at their friend’s posts on Instagram – we urge drivers to put the phone down. Our message is simple: Your life is worth more than a Like.

“By using your phone behind the wheel you’re not only breaking the law, you’re putting your life and the lives of others on the road at risk.”

The chance of a crash increases 23 times when a driver is texting behind the wheel. All provinces in Canada, as well as the Yukon and Northwest Territories now ban using a cellphone or a hand-held device while driving. Penalties range from a hefty fine to demerit points.

“There are also a number of other distractions that are dangerous while driving; for example, eating, fiddling with your GPS or radio, and reaching for a fallen object,” added Sally. “Allowing your attention to wander can have fatal results.”

Using a cellphone behind the wheel has become one of the most serious road safety issues in Canada today, and the insurance industry is on the frontlines working to implement measures that will keep the country’s roads safe. The industry has long been a leader on road safety, advocating for legislative changes such as graduated licensing and stronger penalties for drinking and driving.