TORONTO, ON., (June 26, 2014) – Brain on Board – the innovative educational program focused on driver safety created by the Ottawa-based Traffic Injury Research Foundation (TIRF) and supported by the Toyota Canada Foundation (TCF) – is the lone Canadian representative on this year’s “Good Report,” which lists the world’s top 30 campaigns that support worthy causes.
Brain on Board was recognized by ACT (Advertising Community Together) Responsible, which compiled the list, for an eye-grabbing and witty promotional effort.
With the honour, Brain on Board will join the other campaigns on the Good Report list – including world-renowned organizations such as the United Way, Greenpeace, Amnesty International and the World Wildlife Fund – at a special festival in Cannes, France on June 20, 2014.
“Accessible and easy to understand safety information is key to building safer driving behaviours,” said Sandy Di Felice, Director, Toyota Canada Inc. “Toyota is committed to both equipping our vehicles with the latest safety technology and ensuring that technology is understood by drivers.”
That reach is becoming increasingly global. For example, traffic to the Brain on Board website (brainonboard.ca) now comes not just from Canada, but other countries including: the United States, Australia, Japan and Ukraine.
“TIRF is currently responding to strong interest from Eurasia to North Africa to Eastern Europe for Brain on Board to help improve driver safety,” said Robyn Robertson, TIRF President and CEO. “A Memorandum of Understanding is underway to bring Brain on Board to Arab countries in the Middle East. And a presentation to promote Brain on Board was made to the International Road Federation Caribbean Regional Congress.”
At the same time, growth is continuing within Canada. Brain on Board had a significant presence at the Ontario Students Against Impaired Driving conference held in May in Oakville, Ontario, and a Brain on Board exhibit at the Canadian Association of Road Safety Professionals conference in Vancouver, British Columbia earlier this month.
The Brain on Board program includes free online and downloadable resources, videos, posters, diagrams, fact sheets, and flash cards designed to increase knowledge among drivers regarding how various vehicle safety features work, how to use them correctly, and how their own driving behaviours can negate the potential benefits. The program is available in English and French at brainonboard.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.
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.