TORONTO, May 24, 2017 /CNW/ - Ignight, a student-run company under Junior Achievement of Central Ontario's Company Program, met with representatives from Ministry of Transportation of Ontario to discuss issues pertaining to youth pedestrian safety.
The meeting focused on the progress of Ignight's "Ignight the Night" campaign, and the importance of public education.
Ignight started with one goal: to bring awareness to the problem of night-time pedestrian fatalities. With such a large issue receiving such little spotlight, Ignight staff saw an opportunity to increase awareness through the creation of a reflective armband. Their aim was to create a fashionable alternative to safety wear for pedestrians at night.
The product generated a lot of interest, but due to high production costs, it had limited success. Ignight staff realized that they needed to "pivot" their business to further their objective. They decided to refocus on social media, while they pursued a partnership with the Ministry of Transportation of Ontario who shared their vision.
"We felt that this partnership would add value to Ignight, and would help us to extend our reach to even more Ontario youth," said Raluca Gondor, Ignight Project Lead.
The meeting with the Ministry yielded new insights into many road safety issues and the need for improvements in pedestrian behaviors. The Ministry has made substantial efforts to increase public education, but noted that youth involvement initiatives (such as Ignight) are crucial in order to drive positive change amongst the next generation.
The joint effort between Ignight and the Ministry of Transportation is only the beginning. What is needed are behavioral and attitudinal changes in which youth take an active interest in staying safe. Public efforts -- campaigns and public service announcements -- are a continuous effort, which, through the efforts of youth and adults alike, can make an impact.
SOURCE Ignight, A Junior Achievement Company
For further information: Miss Raluca Gondor, firstname.lastname@example.org, 647-706-6249