News

The City of Toronto in partnership with Friends and Families for Safe Streets launched its Art of Distraction public awareness campaign today. The campaign advances the education component of Toronto's Vision Zero Road Safety Plan and is based on tragic stories of those who have been victims or have lost loved ones on city streets. The campaign brings attention to road safety to influence safer – less distracted behaviour while on the road.

The Art of Distraction campaign will be featured across multiple platforms and media until mid-December. Statistics show there is a spike in collisions around the time of year when clocks are turned back and daylight hours are shorter. In addition to traditional campaign elements, including standard transit shelter posters, radio, television and social media, members of the public are encouraged to visit five special Art of Distraction installations at the following transit shelter locations:

• Victoria Park & Eglinton Square – south/east corner
• King & Spadina  –  south/west corner
• Blue Jay Way & Front – south/west corner
• Queen & Augusta – south/west corner
• College & McCaul – south/west corner

The installations at these locations showcase the deadly results of collisions in between the glass in the transit shelters by featuring items found in the aftermath of collisions between distracted drivers, pedestrians and cyclists. These artifacts are accompanied by cards that identify the item and tell stories of tragedy, loss and grief represented by the item. Additional ads in the campaign feature other items representing more stories of loss on Toronto roads. You can read all the stories in the Art of Distraction campaign and learn more about Vision Zero by visiting the City of Toronto's updated web page and new data mapping tool at www.toronto.ca/VisionZeroTO.

Please remember, and remind your loved ones, to pay attention on City of Toronto streets before someone else pays the price.