Ads, enforcement ramp up to counter impaired driving

As summer CounterAttack road checks ramp up in this month, about $1 million will be added to enhance traffic enforcement budgets.

  • Jul. 4, 2012 6:00 p.m.
The concerted enforcement effort is amplified across the province.

The concerted enforcement effort is amplified across the province.

As summer CounterAttack road checks ramp up in this month, about $1 million will be added to enhance traffic enforcement budgets. This will increase the number of police roadblocks and the likelihood of catching those who ignore warnings about drinking and driving, as well as those who drive while impaired by drugs.

Those warnings will continue in related awareness advertising. A TV ad airing throughout June has reminded drivers to take their turn as a designated driver, and a CounterAttack TV ad began airing province-wide July 2. Designated driver messaging – highlighted in bars, restaurants, wineries, golf courses and sports venues throughout the year – will also be prominent at special events this summer.

Police will use the additional enforcement funding to set up multiple roadblocks at specific times and in new locations, as well as using other enforcement tactics to help make B.C. roads safer over the Canada Day long weekend and into the summer vacation season.

Every year, on average, 38 people are killed in the Southern Interior in impaired-related crashes*, so I thought you might be interested in the results for your communities.

In Castlegar two people were killed in impaired-related crashes between 2006 -2010.*

Throughout the summer, police across the province will check for impaired drivers at CounterAttack roadchecks. We want everyone to enjoy their summer, have a great time and make sure they plan ahead for a safe ride home by having a designated driver or another safe alternative. Call a taxi, take transit, use a shuttle service or call a sober friend.

*Police data, 2006 to 2010.