brainonboard.ca now available to help Canadians learn more about safety technology and
OTTAWA, Jan. 29, 2013 /CNW/ - Although consumers identify safety as a
priority when purchasing a new car, the majority of Canadians
reportedly have limited awareness of how vehicle safety features work.
In an effort to change that, the Traffic Injury Research Foundation
(TIRF) and the Toyota Canada Foundation today launched Brain on Board, a public education program to engage Canadians to learn more about
modern vehicle safety features, dispelling myths about how they work
and reminding drivers that knowing more about their vehicle's safety
technology will help them to be safer drivers.
"Cars today are equipped with more safety features than ever before.
Knowing more about them is an important part of making the most of your
car's safety features," said Stephen Beatty, Director, Toyota Canada
Foundation. "We want to empower Canadians to learn more about how their
cars work and to use that knowledge every time they get behind the
Brain on Board is designed to engage drivers, helping them learn more
about modern safety features, what these technologies can and cannot do
and how knowledgeable drivers can make the most of them. Through this
program, the Toyota Canada Foundation and TIRF hope to reduce accidents
by encouraging smarter driving habits across Canada.
"If a driver is unfamiliar with how a car's safety features work - or
even what certain dashboard symbols mean - there may be more safety
benefits that could be realized," said Robyn Robertson, TIRF President
and CEO. "Brain on Board is about making it simple for people to find
information about the safety features and human factors that contribute
to safer driving."
At www.brainonboard.ca Canadians will find a variety of easy to use tools ranging from plain
language descriptions of common safety features, details about the
human factors that contribute to safe driving and other educational
The foundation for Brain on Board is a national research initiative, Vehicle Safety Features: Knowledge, Perceptions, and Driving Habits, led by TIRF and funded by the Toyota Canada Foundation. The largest
study of its kind in Canada, the researchers asked 2,506 Canadians from
across the country 120 questions to assess knowledge, attitudes, and
perceptions of vehicle safety and safety features, and the impact these
have on driving habits.
Commenting on the report's findings, Robyn Robertson, TIRF President and
CEO noted, "Canadian drivers believe they are safer drivers than others
on the road. This leads to a false belief that the risk of driver
safety sits with 'others' and not with 'me'."
When asked about their own driving in terms of safety, the majority of
Canada drivers rated themselves 8/10 while rating their fellow
"It is important that we all take the time to understand how our
vehicles work before we get behind the wheel. Increased knowledge of
safety features can have a positive impact on driver safety as drivers
become more familiar with proper use," added Robertson.
Following are additional highlights from the study:
Safety is a top priority: When purchasing a vehicle, safety (15.6 per cent) is a top priority for
Canadians ranking second behind price (29 per cent) and ahead of fuel
consumption (13.2 per cent) and reliability (6.1 per cent).
Canadians are not familiar with the majority of safety features: With the exception of ABS and traction control, less than one-third of
Canadian drivers were familiar with various other modern safety
features such as adaptive headlights and collision warning systems.
Despite this lack of awareness, the majority report they believe safety
features would be easy to use.
Knowing about safety features makes for safer drivers: When asked about the different safety features, a majority of Canadians
drivers said they would use them if their vehicle had them.
"Drivers need to understand their safety features so they can make the
best use of these technologies. At the end of the day, it is a
combination of the car's features and having an alert and skilled
driver behind the wheel that gives us the best chance to drive safety,"
Established in 1964, TIRF's mission is to reduce traffic-related deaths
and injuries. As a national, independent, charitable road safety
research institute, TIRF designs, promotes, and implements effective
programs and policies, based on sound research. TIRF is a registered
charity and depends on grants, awards, and donations to provide
services for the public. Visit us online at www.tirf.ca.
About the Toyota Canada Foundation
The Toyota Canada Foundation is a national not-for-profit, private
charitable foundation, with a long-standing commitment to the
Environment, Education and Safety. The Foundation supports charitable
and non-profit organizations dedicated to good work in these areas.
For more details, including a full list of media contacts, digital
images and product details please visit media.toyota.ca.
SOURCE: Toyota Canada Inc.
For further information:
For more information or to arrange an interview please contact:
Manager, Marketing and Communications
Sandy Di Felice
Director, External Affairs