Our Vision

A world where everyone travels safely on the road.

Our Mission

To enhance driver and passenger safety by increasing seat belt compliance.

Values & Guiding Principles

They guide our decisions, interactions, and program development.

Build a Foundation of Trust

Integrity

With strong moral ethics and the need to do the right thing, our commitment to honesty, trust, and fairness guide our everyday actions and choices.

Professionalism

We are dedicated to delivering our service with reliability, competence, dependability, consistency, and respect.

Quality

We always strive to deliver the highest quality outcomes.

Collaboration

By drawing on each other's knowledge and strengths and building strong relationships, together we can find creative solutions to problems and reach our goals more efficiently.

Serve with Care

Compassion

People are at the heart of what we do. We are genuinely concerned for the safety and well-being of those we serve.

Kindness

A kind word, a bright smile, a thoughtful gesture. Shea-Lynn was always friendly, generous, and thoughtful in her interactions with others. We hope to embody her heart and strength and make her proud.

Authenticity

Grief after loss teaches many things, one of which is that feeling ‘seen’ is a powerful experience. As a result, we are driven to provide a safe space where we can be real with one another and stay true to who we are and where we are in life.

Advocacy

We dare to challenge the status quo and try new things in the name of public safety; never stopping to advocate for the needs of others and teaching others how to advocate for themselves.

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Goals & Strategies

Initially with a focus in Alberta.

GOAL #1: To eliminate the number of traffic-related deaths associated with a lack of seat belt use.

Strategies:

With a targeted focus on youth, develop and deliver vehicle safety education programs that increase awareness and change how Canadians think of occupant safety, making seat belt use non-negotiable.
Increase parent awareness regarding risks associated with new drivers and promote a more active role in establishing vehicle safety rules and the requirement to always wear a seat belt.
Increase the public’s concern and perception regarding the importance of wearing a seat belt in terms of vehicle safety.
Connect and partner with businesses, educators, insurance companies, driving schools, and policymakers to educate the public and address misconceptions regarding occupant safety and proper seat belt use.
Identify and provide solutions that serve as a continuous reminder of the importance of a seat belt and encourage consistent use.

Strategies:

Prevent errors by changing the public’s perception and attitude towards risky traffic-related behaviours and making hazardous behaviours socially unacceptable.
Equip the public with the confidence and tools they need to speak up when they notice unsafe roadway choices being made.
Provide the public with educational materials that will enhance their driving knowledge and skills.
Promote driving technologies that support a safe and focused driving experience.
Create alliances with law enforcement and other traffic-safety-driven organizations.

GOAL #2: To decrease occurrences of other driver/passenger errors.

Strategies:

Identify and promote effective public policies and legislative reforms that target the Graduated Driver’s License (GDL) program and impact other areas of driver and passenger safety.
Make vehicle occupant safety a priority for the decision-makers who have the mandate to enhance public safety.
Reduce public tolerance of traffic-related injuries and fatalities by increasing awareness and making impactful personal connections with the following audiences: new drivers, parents, policymakers, educators, businesses, insurance companies, and professional driving schools.
Promote safety-conscious planning and seat belt safety awareness among businesses with the intended purpose of improving the well-being of their employees.
Promote ways in which Canadians can report driving infractions.