‘Time is precious’ ad campaign

Ads

Aggressive driving is the emphasis area for the Road Safety Action Plan each March, June and October. During those months, ads with that theme will run on social media platforms, and a variety of websites and streaming services suitable for the target audiences (as determined by Ottawa data 2018-2022, mostly males aged 18-44). The ads may also appear on OC Transpo buses, bus shelters, billboards, in restaurant washrooms and elsewhere. The high-risk driving video and radio spot will also be running. 

Note: Some ads will not be posted on this website due to their graphic images. Those ads will appear only where an adult age range of viewers can be specified.

Radio ad: https://youtu.be/Zq7cTQUF6hs

Key messages

Those few seconds possibly saved by speeding could have tragic consequences for you and other road users. From 2017 to 2021, 209 drivers were involved in fatal and major injury collisions in Ottawa related to speed and aggressive driving.

Fines

If you’re caught at 60km/h in a posted 40km/h zone, the fine will be $150 with three demerit points. If you’re caught travelling 100km/h in a posted 60km/h zone, you’re looking at $480 with four demerit points. Add active construction, a community safety zone or a school zone and the fines increase sharply with every kilometre over the posted speed limit.

If your speed or another aggressive behaviour is considered stunt driving(link is external), the consequences are increasingly severe. This includes an immediate 30-day license suspension, 14-day vehicle seizure and, upon conviction, fines up to $10,000, six demerit points, a mandatory driver improvement course and up to three-year license suspension.

Likelihood of a crash

Your likelihood of a crash and the severity of injuries is directly related to speed. According to the World Health Organization(link is external), every one per cent increase in speed creates a three per cent increase in the serious crash risk and a four per cent increase in the fatal crash risk.

But the data doesn’t show the people whose lives were lost or devastated by these avoidable collisions. Every road user is someone's family member, friend or loved one.

What not to do

Other aggressive driving behaviours that likewise have no valid excuses include:

• Running a red light
• Sliding through a stop sign
• Unsafe lane changes
• Unsafe turns
• Failing to yield the right of way
• Following too closely
• Failing to stop for school buses and crossing guards

Countermeasures to reduce aggressive driving

The City has a number of countermeasures it can apply to discourage speeding and other aggressive driving behaviours. On major roads, this includes narrower lanes and roundabouts. In residential areas, we have implemented speed bumps or humps (which are less aggressive), narrowed streets, and curb extensions. You can find details of countermeasures for the coming year on our 2024 Implementation Plan webpage.

Automated speed enforcement works

 Ottawa’s automated speed enforcement cameras are improving road safety:

• 200 per cent increase in compliance with the speed limit
• 72 per cent decrease in drivers traveling at 15 km/h or more over the speed limit
• 11 per cent decrease in 85th percentile speed which is the speed at which 85 per cent of traffic is travelling or below

Revenue from speed camera fines is entirely reinvested into the City of Ottawa’s Road Safety Action Plan program, which applies education, enforcement and engineering measures, like those mentioned above, to promote road safety.

The City of Ottawa continues to add automated speed enforcement cameras to locations identified through screening and evaluation criteria that includes speeding and collision history and pedestrian use.

Report unsafe drivers

Did you know that you can request enforcement of speed limits or report unsafe drivers? To do so, submit a traffic complaint online(link is external) to the Ottawa Police Service.

The ultimate goal of all these measures is to foster a city-wide culture of road safety so that drivers follow the posted speed limits everywhere. Keep your hard-earned money in your pocket and keep all road users safe.

For more safe driving tips and information on Ottawa's road infrastructure, visit the Motorists webpage .

Ads

Cycling safety messages, addressed to both riders and drivers, are the focus of the Road Safety Action Plan each April or May and in September. These are the months with the highest rates of fatal or major injury collisions involving cyclists.

We place static ads and video ads about cycling safety on social media and various websites and streaming services suitable for the target audiences. (Target audiences were determined by Ottawa data 2018-2022 and are mostly males aged 18-44).

The ads may also appear on OC Transpo buses, bus shelters, billboards, in restaurant washrooms and elsewhere. See examples below.

Note: Some ads will not be posted on this website due to their graphic images. Those ads will appear only where an adult age range of viewers can be specified.

Radio ad: https://youtu.be/ISh_olp3zts

Key messages

The key messages in the ad campaign are shared through ads and media products such as feature stories in the ottawa.ca newsroom. We also work closely with the Ottawa Police Service(link is external) and other partners to coordinate road safety messaging and initiatives.

Walking, biking, scooting, driving - we all want to stay safe on our roads, no matter our mode of travel. But we are more vulnerable to severe injury from vehicle collisions when we are pedestrians, cyclists and motorcyclists. Adults over 65 and children under 15 are also more at risk.

Consider cyclists: out of 673 fatal and serious injury collisions between 2017 and 2021 , approximately 10% involved cyclists. That’s 69 people on bikes who were seriously injured or died. All these collisions were preventable. 

Blind spots cause fatal and major injury collisions. Picture a smaller road user, like a cyclist, waiting to turn right at an intersection beside a truck. From inside the truck, the driver simply cannot see a cyclist in the truck’s blind spot. If the cyclist advances straight and the driver starts to turn right, a devastating scene can unfold.

The bigger the vehicle, the bigger the blind spot. Find out how to identify and avoid blind spots.

What drivers can do to prevent collisions

These are preventative driving behaviours you should know and follow:

• Know and follow the rules of the road.
• Bicycles are considered vehicles under the Highway Traffic Act so respect them as you would any other vehicle on the road.
• In rural areas, cyclists are permitted to ride on the paved road or paved shoulder.
• Before opening your car doors, check for cyclists and open the door slowly.
• When passing a cyclist, leave a safe distance between your car and the bicycle – at least one metre where possible.
• At intersections, check for approaching cyclists especially when you are making a right-hand turn.
• Don’t tailgate.

What cyclists can do to prevent collisions

These are protective riding behaviours you can do:

• Know and follow the rules of the road.
• At intersections, be sure vehicles see you before moving into the intersection. Looking directly at the driver is a good strategy.
• Signal when you are about to turn or stop.
• Be aware of all vehicles around you.
• Wear a helmet. Even if you ride responsibly, you are still vulnerable to mistakes by other road users.
• Wear bright or reflective clothing in low light conditions.
• Comply with the Highway Traffic Act which requires bikes to have:
  • A horn or bell
  • A white light at the front
  • A red rear light or red rear reflector
  • Two strips of white reflective tape on front forks (each strip to be 125mm by 25mm)

What the City is doing

The City is committed to a Complete Streets approach to its transportation network, which specifies the physical elements needed for the safety, comfort and mobility of all users regardless of age, ability or mode of transportation.

The 2024 Implementation of the Road Safety Action Plan guides the City’s current education, enforcement, and engineering initiatives. A sample of our work to improve cycling safety in 2024 includes:

• Cycling safety enhancements at:
  • Elgin Street and Laurier Avenue
  • Laurier Avenue from Queen Elizabeth Driveway to Elgin Street
  • Bayview Station Road at Scott Street
• Plans for more infrastructure improvements:
  • Ogilvie Road and Cummings Avenue
  • King Edward Street and Sussex Drive
  • Alta Vista Drive and Industrial Avenue
• Improved signage and pavement markings for cyclists
• Public events to educate drivers, cyclists and pedestrians about road safety. A full list of events can be found on the Safe Roads Ottawa website

The City is also doing a road safety education campaign covering the following topics:

• Vulnerable road users (pedestrians, cyclists, and motorcyclists)
• Intersections
• Impaired drivers
• Distracted drivers
• Aggressive driving (speeding, tailgating, unsafe lane changes)
• Rural roads

Related topics:

• Upcoming events, Safer Roads Ottawa
• Cyclists
• Bicycle safety (Ontario)(link is external)

Ads 

Distracted driving is the emphasis area for the Road Safety Action Plan each February and November. During those months, ads with that theme will run on social media platforms, and a variety of websites and streaming services suitable for the target audiences (as determined by Ottawa data 2018-2022, mostly males aged 18-44). The ads may also appear on OC Transpo buses, bus shelters, billboards, in restaurant washrooms and elsewhere. The high-risk driving video and radio spot will also be running. 

The ad campaign for February 2024 launched with this feature story on the perils of distracted driving.

Note: Some ads will not be posted on this website due to their graphic images. Those ads will appear only where an adult age range of viewers can be specified.

Radio ad: https://youtu.be/Zq7cTQUF6hs

Key messages

The key messages in the ad campaign are shared through ads and media products such as feature stories in the ottawa.ca newsroom. We also work closely with the Ottawa Police Service, MADD Canada and other partners to coordinate road safety messaging and initiatives.  

Step 1: Avoid temptation

It’s so tempting to glance down quickly and even do a quick reply. Just don’t. Instead: 

• Plan your trip ahead so you don’t need to check for directions enroute
• Set your phone or smartwatch to ‘Do not disturb’ while you’re driving
• If you have to check your phone or respond, pull over somewhere safe, well off the road
• If you have a passenger, give them control of your phone
• Set up a reply message letting people know you’re driving

Define 'distraction'

Any activity that takes even some of your attention from the road is dangerous. When you are drowsy, you also become easily distracted and your reaction times slow down.

• Texting or talking on a cell phone
• Interacting with a smartwatch
• Eating or drinking
• Grooming or applying makeup
• Interacting with passengers or pets
• Daydreaming or getting lost in thought
• Adjusting the radio or temperature controls

City actions

The Road Safety Action Plan - 2023 Implementation Plan aims to enhance existing programs and introduce new strategies and tactics to make our roads safer. However, distracted driving is mostly behavioural. There are few, if any, engineering mitigation measures available. Instead, the Road Safety Action Plan focuses on education. Education includes media releases, ad campaigns, videos, signage and in-person events. We also support partner programs, including:

• the Ottawa Police Service’s Leave The Phone Alone; it has a wealth of information on distraction-free driving, including for young people who are not yet licensed drivers, and a nation-wide campaign to ‘Take the Pledge’
• National Teen Driver Safety Week, by Parachute Canada

For more safe driving tips and information on Ottawa's road infrastructure, visit the Motorists webpage.

Ads 

Driving while impaired by drugs is the emphasis area each July and impaired by alcohol is the focus in December. During those months ads will run on social media platforms and a variety of websites and streaming services suitable for the target audiences. They might also appear on OC Transpo buses, bus shelters, billboards, in restaurant washrooms and elsewhere. The high-risk driving video and radio spot will also be running. 

Note: Some ads will not be posted on this website due to their graphic images. Those ads will appear only where an adult age range of viewers can be specified.

Radio ad (2023): https://youtu.be/Zq7cTQUF6hs

High-risking driving video - 30 seconds

High-risking driving video - 15 seconds

Key messages 

The key messages in the ad campaign are reinforced with various media products such as feature stories in the ottawa.ca newsroom. We also work closely with partners like the Ottawa Police Service and MADD Canada to coordinate road safety messaging and initiatives.  

It's the law 

• We all pride ourselves on being safe, responsible drivers. But do you know what the legal definition of ‘impaired’ is when you’re behind the wheel? 

• Even though you may not feel impaired, and whether you exceed the legal limits or not, consumption of any amount of alcohol, cannabis or other recreational drug may impair your ability to operate a motor vehicle, putting you and others at risk.  

• The amount you’ve consumed is irrelevant if you exhibit signs of impairment – it’s a criminal offense. 

• If police determine that you have drugs or alcohol in your system and/or that you are impaired by any substance, you can face severe consequences and potential criminal charges. 

• If you plan to consume drugs or alcohol, plan a safe way home first. 

It’s a life 

• Receiving a fine or even a short licence suspension is one thing, but seriously injuring or killing someone is another.  

• Data confirms the danger. Between 2017-2021, there were 25 fatal or major injury collisions in Ottawa related to impaired driving. Those are 25 mothers, fathers, sisters, brothers, partners or friends whose lives were forever changed or lost. 

The safe alternatives: some reminders 

• If you plan to consume drugs or alcohol, plan a safe way home first 

• Have a designated driver who is not consuming 

• Call a taxi or ride-sharing service 

• Take public transit 

• Walk, if the distance permits (and wear bright clothing after dark)

The server’s responsibility

• You can help by being a good friend. Inform the host, if a friend was drinking in a home, or the bartender or server if it’s a bar or restaurant.
• In both cases, those who served the alcohol may be liable for damages or injuries caused by a subsequent collision.
• Or if you haven’t been consuming, you can offer a ride or suggest alternatives.

For more safe driving tips and information on Ottawa's road infrastructure, visit the Motorists webpage.

Ads

Intersection safety messages, addressed to all road users, are the focus of the Road Safety Action Plan each April or May and in September. These are the months with the highest rates of fatal or major injury collisions happening at or near intersections.

For the campaign, we place static ads and video ads about intersection safety on social media and various websites and streaming services suitable for the target audiences. (Target audiences were determined by Ottawa data 2018-2022 and are mostly males aged 18-44).

The ads may also appear on OC Transpo buses, bus shelters, billboards, in restaurant washrooms and elsewhere. See examples below.

Note: Some ads will not be posted on this website due to their graphic images. Those ads will appear only where an adult age range of viewers can be specified.

Key messages

The key messages in the ad campaign are shared through ads and media products such as feature stories in the ottawa.ca newsroom. We also work closely with the Ottawa Police Service(link is external) and other partners to coordinate road safety messaging and initiatives.

Whether an intersection has stop signs or traffic signals or is a roundabout, all road users' cross paths there. Who should be most alert at intersections? Everyone.

Out of 673 collisions resulting in fatal or major injuries between 2017 and 2021, 57 per cent occurred at or near intersections.

Safety tips

Here is some advice for safe intersection use.

For drivers

• Do not stop in crosswalks since that forces pedestrians into traffic
• Look both ways even on one-way streets because there may be sidewalks or multi-use paths with people coming from either direction
• When making a left turn, watch for motorcycles in the opposing lane – their speed and distance can be hard to judge
• Only proceed through an intersection if the way is clear and you have plenty of time for the turn; don’t rush
• Make full stops at stop signs and red lights – no rolling stops
• Be aware of vulnerable road users in your vehicle’s blind spot
• Before proceeding through an intersection, make eye contact with other road users who may not see you
• Sound your horn to alert a cyclist, e-scooter or pedestrian who does not see you
• Visit the City website for more motorist information

For motorcyclists

• Ride defensively, as vehicles can’t always see you well
• Do not stop in crosswalks since that forces pedestrians into traffic
• Make full stops at stop signs and red lights – no rolling stops
• When stopped near a truck, you may be in the driver’s blind spot; assume the driver does not know you are there or move out of the blind spot
• Sound your horn to alert another road user who may not see you
• Visit the RMCP website for more motorcycle safety tips
• Visit the City website for more motorcycle information

For cyclists

• Ride defensively, as vehicles can’t always see you well
• Never stop in crosswalks since that forces pedestrians into traffic
• Crosswalks are designed for pedestrians so dismount and walk your bike across them
• Signal your turns or if you are stopping
• Make full stops at stop signs and red signals – no rolling stops
• When stopped near a truck, you may be in the driver’s blind spot; assume the driver does not know you are there and move out of the blind spot
• Before proceeding through an intersection, make eye contact (if possible) with other road users who may not see you, especially if they are turning your way; if the car’s windows are tinted you can look at the driver’s location in the car to catch their attention
• Be visible in lowlight conditions with:
  • A white light at the front of the bike
  • A red rear light or red rear reflector
  • Two strips of white reflective tape on front forks
• Have a bell or horn on your bike and use it to alert road users near you, though keep in mind drivers may not hear it
• Visit the City website for more cycling information

For pedestrians

• Cross in the marked crosswalk and keep your eyes on the road; don’t look at your phone or be otherwise distracted
• Before proceeding through an intersection, make eye contact (if possible) with drivers who may not see you, especially if they are turning your way; if the car’s windows are tinted you can look at the driver’s location in the car to catch their attention
• Learn where a vehicle’s blind spot is and stay out of it
• Make yourself visible at dawn, dusk and after dark by wearing light-coloured clothing or something reflective or carry a small light
• Visit these web pages from the City and the province of Ontario for more safety tips

Separation in space and time for better road safety

In addition to education initiatives like this story, the work of Road Safety Action Plan involves infrastructure upgrades, everything from small changes all the way up to complete redesigns of intersections. The 2024 Implementation Plan includes the projects specifically targeting intersections, applying the principles of separations in space and time.

Examples of separating road users in time:

• Left turn only signals
• Fully protected left turns (where the time to turn left is only during the left turn green light)
• Leading pedestrian intervals (where the pedestrian signal turns green before the vehicular ones)
• Separate signals for cyclists

Examples of separating road users in space:

• High-visibility crosswalks
• Designated bicycle crossings
• Protected intersections (which protect vulnerable road users like pedestrians and cyclists by having a shorter crossing distance so there’s less interaction with vehicles)
  • A protected intersection is planned for Laurier Avenue at Elgin Street

A roundabout way to be safer

Another effective intersection safety measure is the modern roundabout. Roundabouts can be costly if they require road widening or property to be purchased, but they make drivers slow down, approach at an angle and yield to traffic already in the roundabout. As a result, roundabouts significantly reduce side-impact and head-on collisions, reducing intersection-related fatalities and serious injuries.

More in the works at the City

In addition to the works mentioned above, the City is allocating funding for functional and detailed redesigns at these high-volume cycling locations:

1. Alta Vista Drive and Industrial Road
2. Ogilvie Road and Cummings Avenue
3. King Edward Avenue and Sussex Drive

Design studies are currently underway regarding fully protected left turns (where the time to turn left is only during the left turn green light) at:

• Alta Vista Drive and Smyth Road
• Bantree Street and Innes Road
• Strandherd Drive and Beatrice Drive
• Hunt Club Road and Downpatrick Road
• Knoxdale Road and West Hunt Club Road
• Riocan Avenue and Strandherd Road
• Leitrim Road and Albion Road

There are many City programs that contribute to road safety improvements, including:

• 30 km/h Speed Design Guidelines
• Active Transportation Plan
• Arterial Road Corridor Design Guidelines
• Building Better and Smarter Suburbs
• Complete Streets Implementation Framework
• Road Safety Audits
• Safer Roads Ottawa
• Traffic Calming Design Guidelines
• Transportation Master Plan

The City continues to apply the Complete Streets policy for new roads and re-construction, to design roads that are safe, comfortable and efficient for all users.

Residents can help the City ensure road signs and signals are in proper working order. If you notice damaged or non-functioning equipment, please call 3-1-1 or use the online reporting form as soon as you can.

Next time you’re at an intersection – and every time – take everyone’s safety seriously.