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TRANSCRIPT
Call 911 Programs
Andrew Murie Chief Executive Officer
MADD Canada November 2011
MADD Canada
• Founded in 1990; modeled on MADD US (1980)
• Mission Statement: To stop impaired driving and to support victims of this violent crime
• Priorities:
- promoting effective legislation - producing research & statistical analyses - raising public awareness - providing support to victims of impaired driving
• Approx. 110 community- based groups across Canada and 7,500 volunteers
Estimated Number of Alcohol-Related Crash Fatalities, Injuries and Property Damage Only
(PDO) in Canada
Year Fatalities Injuries PDO
2004 1,157 68,245 225,555
2005 1,210 71,413 235,901
2006 1,278 75,374 249,117
2007 1,239 73,120 241,666
2008 1,162 68,530 226,522
Impaired Driving
• Impairment-related crashes are the #1 criminal cause of death in Canada
• Since 2000, progress to reduce impairment-related deaths and injuries has stalled
• In 2007, MADD Canada launched Campaign 911 as one of its key strategies to reduce the number of impairment-related deaths and injuries
Campaign 911
• 5th Anniversary
• Programs in:
Newfoundland & Labrador New Brunswick
Prince Edward Island* Nova Scotia*
Ontario Manitoba*
Saskatchewan* Alberta*
British Columbia Yukon
* Provincial Programs
Call 911 Program Across Canada
New Brunswick
Bathurst
Blacks Harbour
Fredericton
Grand Forks
Rothesay
Saint John
St. Andrews
St. George
St. Stephen
Nova Scotia*
Amherst
Bridgewater
Cape Breton
Cobequid
New Glasgow
South Shore
Ontario
Barrie/Simcoe
Durham Region
Elliot Lake
Grey North Bruce
Halton Region
Alberta*
Beaver County
Calgary
Camrose
Edmonton
Fort MacMurrray
Fort Saskatchewan
Leduc
Parkland County
Red Deer
St. Albert
British Columbia
Nanaimo
Manitoba*
Brandon
Newfoundland & Labrador
Clarenville
Gander
Grand Falls– Windsor
Labrador West
St. John’s
Hamilton
Kawartha Lakes
London
Manitoulin Island
Ottawa
Peel Region
Renfrew County
Sarnia Lambton
Timiskaming & Area
Windsor & Essex County
York Region
Prince Edward Island*
Charlottetown
Kensington
Summerside
Saskatchewan*
Estevan
Regina
Saskatoon
Weyburn
Yukon
Whitehorse
Campaign 911 Materials
Media Tools
• Radio PSAs
• Television PSAs
• You Tube
Television PSAs
Glasses Rewind
Television PSAs
Staying on the Road
Rationale for 911 Programs
• Calling 911 to report suspected impaired drivers is not new or novel
• Previous public reporting programs failed to catch on because they did not use the emergency 911 number
•
50% of public did not think calling 911 was an appropriate use of the emergency number
Benefits of 911 Programs
• Increases perception for drinking drivers that they will be caught
• Involves the public
• Strategic use of police resources
• Increases number of 911 calls to report suspected impaired drivers
Benefits of 911 Programs (cont.)
• Increases number of impaired driving charges
• Prevents alcohol-related crashes
• Helps, along with other countermeasures, to reduce impaired driving deaths and injuries
Key Components of an Effective 911 Program
• Partnership with traffic safety organizations, police, emergency call centres, public health, insurance companies, municipalities, media
• Large, highly-visible signs
Key Components of an Effective 911 Program (cont.)
• Sufficient police and emergency call centre resources to respond to the 911 calls to report suspected impaired drivers
• Educate the public on how to recognize a suspected impaired drivers - combat the misperception that impaired driving is not appropriate reason to call 911
Media launch of program
Highly visible campaign urging public to call 911 to report suspected impaired
drivers
Drinking driver
Public calls 911 to report suspected impaired driver
10 signs of a suspected
impaired driver
Conduct for placing 911 call
Best practices for reporting a suspected
impaired driver
Emergency Call Centre dispatches police
Police are dispatched to find suspected impaired driver
Follow-up:
- Letters/personal visits to vehicle owners - Media release if a 911 call results in impaired driving charge - Keep statistics and report monthly
- Record calls - Date / time of day - Vehicle information
Intercept suspected impaired driver
Owner of vehicle is known, no interception by police
- No interception - Vehicle unknown
Key Responsibilities of Police Enforcement
• Support of Police Chief (launch event)
• Prepare for redeployment of resources
• Respond to 911 calls for suspected impaired drivers
• Laying charges, reporting medical problems
• Follow-up with owners of vehicles reported but not intercepted
• Responding to media and public enquiries about 911 program to report suspected impaired drivers
Key Responsibilities of Police Enforcement (cont.)
• Media releases
• Recording and compiling statistical data on the 911 program:
- number of 911 calls
- number of intercepts
- number of impaired driving charges
- number of alcohol-related crashes
- number of alcohol-related crash fatalities
- number of alcohol-related crash injuries
- number of letters sent to vehicle owners
- number of personal visits to vehicle owners
Sample Letter to Vehicle Owners
Sample Press Release
Sample of Ongoing Promotion
York Regional Police is inviting
members of the media to
attend a press conference to
mark the 1000th arrest as a
result of “Safe Roads… Your
Call” Program”
Key Responsibilities of Emergency Call Centres
• Ability to handle increase in 911 calls, particularly on evenings and weekends
• Ensure collection of sufficient information for successful police interception
• Dispatch calls to police
• Monitor calls for quality, direction of travel, day and time of call
Educating the Public 10 Signs of a Suspected Impaired Driver
• Driving unreasonably fast, slow or at inconsistent speeds
• Slowly driving in and out of lanes
• Driving without headlights, failing to lower high-beams or
leaving turn signals on
• Tailgating and changing lanes frequently at excessive speeds
• Making wide turns, changing lanes or passing without sufficient
clearance
• Overshooting, stopping well before or disregarding signals and signs
• Approaching signals or leaving intersections too quickly or slowly
• Driving with windows open in cold or inclement weather
• Stopping without cause in a live traffic lane
• Driving in a low gear for no apparent reason or frequently grinding
gears
Educating the Public Safety:
• Passenger, rather than driver, should make call
• Drivers who are alone should pull over to make call (i.e. may be necessary to stop, when safe to do so, to place call)
• Public should be encouraged to make calls from locations other than a vehicle (i.e. home, school drinking establishment)
• Public should be informed about impaired driving behaviours to ensure calls are only placed when appropriate and necessary
• Calls should be brief – only the information that is absolutely required should be requested
Educating the Public
Best Practices:
• Call 911 to report possible impaired driver
• Provide location
• Describe the vehicle: licence plate number, colour, make & model
• Provide direction of travel
• Description of driver
Key Responsibilities of Traffic Safety Organizations
• Promote 911 Program to the public
• Raise funds for 911 signage
• Incorporate the 911 Program message into other media campaigns about impaired driving
• Media campaigns to promote 911 program
Radio Public Service Announcement
Telephone call received by MADD Canada
Thanks to your current radio ad campaign, I was aware to call 911 to report an impaired driver after
he hit my car while driving.
Thankfully, I am alive and fine and the idiot has been caught by the local RCMP member. Had it not
been for your radio ads to call 911…I would not have called until after I arrived home.
My life was not affected by this idiot and thanks to
your ad, someone else may still be alive.
Results of 911 Programs
York Region, ON
• Population - 1,062, 000
• 1,776 square kilometres
York Region, ON
Year Calls Charges % of Charges for
911 Calls
Prior to implementation
June 28/06 – June 28/07 1,335 166 12.4%
After implementation
June 28/07 – June 28/08 2,252 310 13.8%
June 28/08 – June 28/09 2,247 330 14.7%
June 28/09 – June 28/10 1,994 298 14.9%
June 28/10 – June 1/11 2,010 265 13.2%
Total 8,503 1,203 14.1%
Average Change +59% +81%
Calgary, AB
• Population - 1,230,248
• 705 square kilometres
Calgary, AB
Number of people charged as a result of 911 calls increased by 28% (268 in 2008/2009 to 343 in 2009/2010)
Month 911 Calls % of Change
after RID Launch Pre-Launch
2008 - 2009
Post-Launch
2009 - 2010
October 341 409 19.9%
November 357 470 31.7%
December 285 486 70.5%
January 255 538 111%
February 246 462 87.8%
March 271 567 109.2%
April 258 557 115.9%
May 303 575 89.8%
June 315 567 80%
July 328 699 113.1%
August 299 570 90.6%
September 309 515 66.7%
First Year 3,567 6,415 79.8%
Saskatoon, SK
• Population - 231,900
• 150 square kilometres
Saskatoon, SK
A total of 107 calls to 911 had no reported outcome
March 12, 2010 – April 30, 2011
Total number of 911 calls 2,955
Number of vehicles intercepted by police 616
% of total 911 calls 21%
Number of driving charges and roadside
suspensions 240
% of vehicles intercepted 39%
Number of letters sent to vehicle owners 1,121
% of letters sent to total number of 911
calls 37.9%
No interception by police 1,111
(37.6%)
Edmonton, AB
• Population - 730,372
• 855 square kilometres
Edmonton, AB Year
2007 2008 2009 2010
Total 911 Calls
8,425 9,425 9,201 9,229
Number of Vehicles
Intercepted 2,587 2,825 2,710
3,392
% of Total 911 Calls
30.7% 30% 29.5% 36.8%
Number of Impaired
Charges and Roadside
Licence Suspensions
995 1,245 1,209 1,174
% of Vehicles Intercepted
38.5% 44.19% 44.6% 34.6%
Number of Letters Sent to
Vehicle Owners 2,406 1,728 1,791 1,192
% of Letters Sent for 911
Calls 28.6% 18.3% 19.5% 12.9%
No Interceptions
3,342 4,872 4,700 4,645
Non-interception Rate for
Total Calls 40.7% 51.7% 51.1% 50.3%
Ottawa, ON
• Population - 917,550
• 513 square kilometres
Ottawa, ON
Call 911 Program started in December of 2009 and resulted in a 43% increase in 911 calls once signage was placed throughout the community.
Year Number of Calls
2005 897
2006 1,079
2007 1,382
2008 1,585
2009 1,829
2010 * 2,610
Camrose, AB
• Population - 17,236
• 31 square kilometres
Camrose, AB
October 2010 – May 2011
Total 911 Calls 192
Number of Vehicles
Intercepted 101
% of Total 911 Calls 52.6%
Number of Impaired Charges
and Roadside Licence
Suspensions
34
% of Vehicles Intercepted 33.7%
Letters/Calls to Vehicle
Owners 23
% of Letters/Calls for 911 Calls 12%
No Interceptions 67
Non-interception Rate for Total
Calls 34.9%
Camrose, AB
Calls Made by Day of Week
Day Calls % of Total Calls
Monday 31 16.1%
Tuesday 20 10.4%
Wednesday 15 7.8%
Thursday 20 10.4%
Friday 28 14.6%
Saturday 40 20.8%
Sunday 33 17.2
Total 187 97.3%
Camrose, AB
Calls Made by Time of Day
Time Calls % of Total Calls
00:00 – 02:59 30 15.6%
03:00 – 05:59 20 10.4%
06:00 – 08:59 2 1%
09:00 – 11:59 12 6.3%
12:00 – 14:59 14 7.3%
15:00 – 17:59 28 14.6%
18:00 – 20:59 34 17.7%
21:00 – 23:59 52 27.1%
Total 192 100%
Other Programs
New Glasgow, Nova Scotia
Sign includes listing of number of charges laid annually
Other Programs
Grey North Bruce, ON
Other Programs
In partnership with Transport Canada, MADD Canada
expanded the Call 911 message to the waterways
• 50 signs installed at
harbours and marinas in:
- British Columbia
- Ontario
- New Brunswick
- Nova Scotia
- Newfoundland
• September 2011 –
Transport Canada
funding for additional
boating signage through
the country
Summary of Data for 911 Programs
1. 911 calls to report suspected impaired drivers increase from 45% to 80% in the first year of implementation
2. Impaired driving charges and roadside licence suspensions increase from 30% to 80%
3. Police interception rates of 911 calls range from 20% to 50%
4. Between 35% and 45% of vehicles intercepted by police are charged with an impaired driving offence
Summary of Data for 911 Programs (cont.)
5. In 12% to 38% of 911 calls, there is enough information to know who the vehicle owner is, even if the vehicle is not intercepted by police
6. Between 35% and 50% of 911 calls do not give enough information to identify the vehicle owner or intercept the vehicle
7. 85% of 911 calls are made between 3:00 p.m. and 6:00 a.m.
8. 70% of 911 calls are made on Friday, Saturday, Sunday and Monday
What’s Working
1. Partnerships
2. Public response to campaign
3. Large, permanent signs on major roads
4. Integration of Call 911 info in all other campaigns
5. Creating the impression among drinking drivers of the likelihood of being caught
6. Program also identifies medically unfit drivers, uninsured drivers and those driving while suspended
What’s Not Working
1. Paid advertising campaigns
2. Small signs, especially on high-speed roads
3. Poor data collection
4. Poor follow-up with letters, telephone calls or personal visits to vehicle owners
Interesting Insight
• Data from the Saint John Police in Saint John, NB offers great insight and some surprising info about vehicles that were reported in a 911 call but are not intercepted by police
• Special thanks to James Stewart, Saint John Police
• Over a 5-year period, the Saint John Police received 3,125 calls to 911 to report suspected impaired drivers • In 12.38% of the 911 calls, enough information is obtained to identify the vehicle owners
Saint John, NB
• 25% of repeat 911 calls come within 30 days of first call
• Over a 10-year period, Saint John had 64 alcohol-related crashes that resulted in fatalities or injuries
• 26 of these vehicles, or 41%, had been previously reported in a 911 call
• Strong need for effective follow-up with vehicle owners to prevent alcohol-related crashes
Repeat Occurrences of 911 Calls For Same Vehicle
2x 3x 4x 5x 6x 7x 8x
163 39 5 7 1 0 1
• Thank You
• Questions?