AMTA Launches New Road Safety Campaign with the Coalition for a Safer 63 and 881

AMTA has formed a partnership with the traffic safety group, the Coalition for a Safer 63 and 881, to deliver road safety messages aimed at reducing traffic-related incidents along one of the busiest routes in and out of the oil sands.

Running from June through December 2016, a series of up to four road safety messages will run in rotation on a billboard that is located on the heavily travelled Highway 63 near the village of Boyle and the only all-weather highway out of Fort McMurray. Highway 63 is a 443 kilometer stretch of highway that connects Alberta’s oil sands region with major trade routes to the south.

The road safety billboard messages will be reinforced by AMTA’s radio advertisements, which tackle a variety of important road safety topics including, following distances, distracted driving, and fatigue, among others.

“AMTA is committed to making the roads safer for all road users and a key element of that is raising awareness of how to safely share the road with commercial vehicles,” says AMTA President Lorraine Card. “Both AMTA and the Coalition for a Safer 63 and 881 share a common goal with this billboard campaign, we want to reach road users who are travelling to and from Fort McMurray and encourage safe driving behaviors so everyone arrives home safely.”

“The Coalition for a Safer 63 and 881 proud of our partnership with AMTA. Both organizations share a similar vision and mandate, like AMTA, the Coalition is committed to making highway 63 and 881 safer through education and advocacy,” says Coalitions Executive Director Debbie Hammond. “The billboard campaign is a great partnership that strengthens our voice as safety advocates. We believe by providing the educational resources and safe driving tips, drivers can make safer choices behind the wheel and arrive to their destination.”

The Coalition for a Safer 63 and 881 was formed in 2010 by a group of organizations committed to raising awareness of driving habits and to changing those behaviors.

Today, many industry-leading partners, including Alberta Motor Transport Association (AMTA), are part of the Coalition in making Highway 63 and Highway 881 safer.

AMTA is the safety association for Alberta’s commercial road safety sector and the recognized voice of Alberta’s road transportation industry.