Impaired and Distracted Impaired and Distracted DrivingDriving

in Nova Scotiain Nova Scotia

Shirley Ann Rogers, Executive DirectorShirley Ann Rogers, Executive Director

The funding for this session is The funding for this session is provided through the support of the provided through the support of the Insurance Bureau of Canada.Insurance Bureau of Canada.

We are very grateful for this We are very grateful for this support. support.

Top Injury IssuesTop Injury Issues

Nova Scotia’s Injury Prevention Strategy Nova Scotia’s Injury Prevention Strategy (2010) indicates Motor Vehicle Collisions (2010) indicates Motor Vehicle Collisions as the lead cause of injuries and injury-as the lead cause of injuries and injury-related deaths: related deaths: 1.1. Motor Vehicle CollisionsMotor Vehicle Collisions

2.2. FallsFalls

3.3. Suicides/suicide attemptsSuicides/suicide attempts

This makes motor vehicle collisions This makes motor vehicle collisions an important public health issue.an important public health issue.

Why is Injury Free Nova Scotia Why is Injury Free Nova Scotia involved?involved?

We focus our efforts on reducing We focus our efforts on reducing preventable injuries.preventable injuries.

We do it through advocating for policy We do it through advocating for policy changes and pursuing a comprehensive changes and pursuing a comprehensive and inclusive approach to injury and inclusive approach to injury prevention.prevention.

To us, this approach includes the four E’s To us, this approach includes the four E’s of injury prevention: of injury prevention: Education, Enforcement, Engineering, Education, Enforcement, Engineering,

Economic incentives Economic incentives

Our Focus TodayOur Focus Today

To provide information on To provide information on ImpairedImpaired and and DistractedDistracted DrivingDriving and their relationship and their relationship to motor vehicle collisions.to motor vehicle collisions.

To learn more about the issues within To learn more about the issues within your community your community and the work currently and the work currently underway to address them. underway to address them.

To talk together about To talk together about what we can do what we can do at at a a local, regional and provincial level local, regional and provincial level to to better address this issue and help save better address this issue and help save lives.lives.

Injuries & Deaths Caused by Injuries & Deaths Caused by MVCsMVCs

Every year Every year in Nova Scotia, 70-100 die, 5000 in Nova Scotia, 70-100 die, 5000 are injured, 200 suffer permanent disabilityare injured, 200 suffer permanent disability

BBrain injury rain injury is one of the most serious is one of the most serious related injuries. Motor Vehicle Collisions related injuries. Motor Vehicle Collisions are the leading cause of severe traumatic are the leading cause of severe traumatic brain injury in Nova Scotia. brain injury in Nova Scotia.

YouthYouth are disproportionately involved in are disproportionately involved in

Motor Vehicle Collisions. Each year on Motor Vehicle Collisions. Each year on average, 28 Nova Scotia youth are killed.average, 28 Nova Scotia youth are killed.

The Cost has many FacesThe Cost has many Faces

The cost in The cost in moneymoney:: $86 million annually (2004 figures) including $86 million annually (2004 figures) including

$39 million in direct costs to the health care $39 million in direct costs to the health care system.system.

Each serious injury costs on average $17,000 Each serious injury costs on average $17,000 per personper person

Costs related to caring for those with traumatic Costs related to caring for those with traumatic brain injury averages $400,000 a yearbrain injury averages $400,000 a year

Additional costs of burden to families and Additional costs of burden to families and communities with damaged infrastructure, communities with damaged infrastructure, insurance claimsinsurance claims

The cost in The cost in Time/Focus:Time/Focus: Collisions lead to over half(58%) of Collisions lead to over half(58%) of

hospitalizations and emergency room hospitalizations and emergency room visits further taxing our over-burdened visits further taxing our over-burdened health care system. health care system.

TheThe Personal Personal Cost:Cost: With injury and disability lives are With injury and disability lives are

altered, personal independence is lost.altered, personal independence is lost. When lives end prematurely, families and When lives end prematurely, families and

friends are emotionally scarred and friends are emotionally scarred and communities feel the effect.communities feel the effect.

What Causes the Collisions?What Causes the Collisions?

Vehicle Maintenance Factors Proven = 10%Vehicle Maintenance Factors Proven = 10%

Probable = 13%Probable = 13%

Environmental Factors Proven = 20%Environmental Factors Proven = 20%

Probable = 33%Probable = 33%

Human ErrorHuman Error Proven = 70% Proven = 70%

Probable = 93%Probable = 93%

Many of these collisions are due to Many of these collisions are due to two issues:two issues:

Impaired Driving Impaired Driving – alcohol and/or – alcohol and/or other drugs (legal and illegal)other drugs (legal and illegal)

Distracted Driving Distracted Driving – cell phone talking, – cell phone talking, texting, hand-held and hands-free texting, hand-held and hands-free devicesdevices

IMPAIRED DRIVINGIMPAIRED DRIVING

Motor Vehicle Collisions fromMotor Vehicle Collisions from

Impaired driving is the largest single Impaired driving is the largest single criminal cause of death and injury in criminal cause of death and injury in Canada. In an average year, more than Canada. In an average year, more than 1,200 Canadians die as a result of impaired 1,200 Canadians die as a result of impaired driving and more than 71,500 are injured.driving and more than 71,500 are injured.

Young people who drink or use other drugs Young people who drink or use other drugs and drive may be particularly at risk for and drive may be particularly at risk for being involved in a motor vehicle accident being involved in a motor vehicle accident because they have less experience with because they have less experience with driving, and are more likely to engage in driving, and are more likely to engage in risk-taking behaviour.risk-taking behaviour.

Centre for Addiction and Mental Health, 2010 Centre for Addiction and Mental Health, 2010

Driver Impairment: Alcohol + Driver Impairment: Alcohol + DrugsDrugs

In 2010 alcohol and legal + illegal drugs In 2010 alcohol and legal + illegal drugs contributed to contributed to 39%39% of all fatal Motor of all fatal Motor Vehicle Collisions provincially.Vehicle Collisions provincially.

Alcohol & Motor Vehicle CollisionsAlcohol & Motor Vehicle Collisions Source: NS Transportation and Infrastructure Renewal Source: NS Transportation and Infrastructure Renewal Year Percentage of total

2011 36%

2010 30.4%

2009 23.6%

2008 15.9%

2007 35.4%

Impairment rates tend to remain steady Impairment rates tend to remain steady even in years where the overall Motor even in years where the overall Motor Vehicle Collision rates have lowered.Vehicle Collision rates have lowered.

There is a trend for increased impairment There is a trend for increased impairment rates for females and consistent rates for females and consistent impairment rates for males.impairment rates for males.

There is often multiple causation – of 30% There is often multiple causation – of 30% alcohol-related collisions in 2010 …62% alcohol-related collisions in 2010 …62% not wearing seatbelts, 54% speedingnot wearing seatbelts, 54% speeding

What are the Factors Impacting

What are the Factors Impacting

This?This?

Link with Alcohol Link with Alcohol ConsumptionConsumption

Increased rates in per capita consumption Increased rates in per capita consumption of alcohol result in increased alcohol of alcohol result in increased alcohol related harms, including impaired driving. related harms, including impaired driving.

Impaired driving injuries and deaths arise Impaired driving injuries and deaths arise both from both from drivingdriving and and driving with driving with someone who has consumed alcohol someone who has consumed alcohol and/or drugsand/or drugs. .

Why do people still drink and drive when Why do people still drink and drive when they know they're not supposed to? they know they're not supposed to? Lindsay Lohan is going to jail because she Lindsay Lohan is going to jail because she violated her probation for NOT learning violated her probation for NOT learning that lesson ... and she's not alone. 30 that lesson ... and she's not alone. 30 percent of us will be involved in a drunk percent of us will be involved in a drunk driving accident in our lives. Every 45 driving accident in our lives. Every 45 minutes, someone will be killed by a minutes, someone will be killed by a drunk driver. And at least 50 percent of drunk driver. And at least 50 percent of drunk drivers will continue to drive drunk drunk drivers will continue to drive drunk after having their licenses suspended. after having their licenses suspended. 

Freakonomics Blog – Eric Morris, 07/13/2010Freakonomics Blog – Eric Morris, 07/13/2010

Understanding

Understanding

thethe

“ “Alcohol Dance”

Alcohol Dance”

IN OUR COMMUNITIESIN OUR COMMUNITIES

…ACCESS …ACCESS …ADVERTISING …ADVERTISING …PRICING …PRICING …ACCEPTABILITY …ACCEPTABILITY EACH PLAY A BIG ROLE EACH PLAY A BIG ROLE

ALCOHOLALCOHOL

Access MattersAccess Matters

The number of alcohol outlets in downtown The number of alcohol outlets in downtown core of Halifax has increased from 5 to 17 core of Halifax has increased from 5 to 17 over the past decade, and from 7 agency over the past decade, and from 7 agency stores to 52 across the province.stores to 52 across the province.

Some bars stay open until 4:00 a.m. on Some bars stay open until 4:00 a.m. on weekend nights.weekend nights.

We know that the more accessible the We know that the more accessible the alcohol is the more our society consumes.alcohol is the more our society consumes.

How much access is enoughHow much access is enough??

Advertising MattersAdvertising Matters

The alcohol industry’s goal is simple, - to make The alcohol industry’s goal is simple, - to make more money. This requires increased more money. This requires increased consumption of their product line.consumption of their product line.

Brewers and distillers are increasingly Brewers and distillers are increasingly targeting women as consumers. The NSLC targeting women as consumers. The NSLC notes women as a target for increasing sales notes women as a target for increasing sales (NSLC 2009/10 Annual Business Plan)(NSLC 2009/10 Annual Business Plan)

It is a successful strategy. Women are It is a successful strategy. Women are consuming more alcohol and this is leading to consuming more alcohol and this is leading to increased harms, including impaired driving. increased harms, including impaired driving.

a a Skinny Girl (Brand) Margarita…why? Skinny Girl (Brand) Margarita…why?

Pricing MattersPricing Matters

In Nova Scotia, products with higher In Nova Scotia, products with higher percentage alcohol are less expensive than percentage alcohol are less expensive than lower ones. (spirits like rye, vodka are less lower ones. (spirits like rye, vodka are less costly per drink than beer)costly per drink than beer)

Some of the cheapest drinks are “alcopops” Some of the cheapest drinks are “alcopops” with the highest alcohol in them. with the highest alcohol in them.

We know that youth are especially price We know that youth are especially price conscious and will gravitate to the products conscious and will gravitate to the products that are lowest in price.that are lowest in price.

Acceptability MattersAcceptability Matters Alcohol is intricately woven into our society.Alcohol is intricately woven into our society. There is also a connection with “pride, There is also a connection with “pride,

fortitude, endurance” in the Maritimes that fortitude, endurance” in the Maritimes that seeks to connect alcohol and the maritime seeks to connect alcohol and the maritime “spirit”. This is used successfully in “spirit”. This is used successfully in advertising.advertising.

We do not question the displays of alcohol ads We do not question the displays of alcohol ads at family events, in public settings at family events, in public settings Alcohol industry fundraising for breast Alcohol industry fundraising for breast

cancer awareness?cancer awareness? Beer company 4 by 8 foot display positioned Beer company 4 by 8 foot display positioned

to “welcome” visitors at the airport. to “welcome” visitors at the airport.

When we see the risks of alcohol When we see the risks of alcohol consumption we tend to isolate out the consumption we tend to isolate out the individual factor and focus all needed individual factor and focus all needed solutions on them.solutions on them. More educationMore education More treatment centresMore treatment centres More stiff penalties for those More stiff penalties for those caughtcaught drinking drinking

and driving.and driving. We seldom believe the need to look more We seldom believe the need to look more

broadly at how we treat alcohol in our broadly at how we treat alcohol in our society. society.

We do not target resources on those broader We do not target resources on those broader “population-based” approaches. “population-based” approaches.

We Also Distance Ourselves We Also Distance Ourselves From the IssueFrom the Issue

Many people who self-define as not Many people who self-define as not drinking and driving will have one drinking and driving will have one drink and operate a vehicle.drink and operate a vehicle.

Many of these same people will host Many of these same people will host a party where alcohol is provided a party where alcohol is provided and send their guests home driving and send their guests home driving under the influence.under the influence.

Why?Why?

““Why are you trying to Why are you trying to change a culture that change a culture that

does not want to does not want to change?”change?”

……asked within the context of asked within the context of questioning Molson Coors questioning Molson Coors

sponsorship of the Skating Oval in sponsorship of the Skating Oval in HRM. HRM.

DISTRACTED DRIVINGDISTRACTED DRIVING

Motor Vehicle Collisions Motor Vehicle Collisions

and and

Much of the following section is taken, with permission, from Much of the following section is taken, with permission, from the work done by the National Safety Council, and specifically the work done by the National Safety Council, and specifically through the presentation of David Teater, Senior Director of through the presentation of David Teater, Senior Director of Transportation Initiatives , who presented at the Safety Transportation Initiatives , who presented at the Safety Services Nova Scotia Road Safety Conference 2011.Services Nova Scotia Road Safety Conference 2011.

Distracted DrivingDistracted Driving

Driver distraction is the leading factor in Driver distraction is the leading factor in fatal and serious injury collisionsfatal and serious injury collisions

28% of all collisions attributable to cell 28% of all collisions attributable to cell phones (*2008 statistics)phones (*2008 statistics)

In U.S.A. that means 1.6 million collisions In U.S.A. that means 1.6 million collisions a year and 645,000 injuries due to cell a year and 645,000 injuries due to cell phonesphones

Cell phone users are 4 times as likely to Cell phone users are 4 times as likely to be in a collision.be in a collision.

We love our cell phoneWe love our cell phone-taken from Infographic: Mobile Statistics, -taken from Infographic: Mobile Statistics,

Stats & Facts 2011Stats & Facts 2011

World-wide 4 billion mobile phones in use.World-wide 4 billion mobile phones in use. Of them, 3.05 billion are SMS enabled – Of them, 3.05 billion are SMS enabled –

allowing for texting.allowing for texting. By 2014, mobile internet anticipated to By 2014, mobile internet anticipated to

exceed desk-top internet usageexceed desk-top internet usage ½ of all local searches performed on ½ of all local searches performed on

mobile devices mobile devices 86% of users are using them watching t.v.86% of users are using them watching t.v.

29% scan mobile tags to get coupons29% scan mobile tags to get coupons On average 2.7 hours per day is spent On average 2.7 hours per day is spent

socializing on them, more than twice the socializing on them, more than twice the time spent eating.time spent eating.

91% of mobile internet access is to socialize91% of mobile internet access is to socialize 61% play games61% play games 50% search for maps50% search for maps 55% checking weather55% checking weather 49% Social networking (facebook etc.) 49% Social networking (facebook etc.) 42% Music 42% Music

Women 35 – 54 are the most active group Women 35 – 54 are the most active group in mobile socializationin mobile socialization

Over 70% of the worlds population now Over 70% of the worlds population now have a mobile phone, 9 out of 10 people in have a mobile phone, 9 out of 10 people in the U.S.A.the U.S.A.

In the U.S.A. children are now more likely In the U.S.A. children are now more likely to own a mobile phone (85%) than a book to own a mobile phone (85%) than a book (73%). (73%).

Talking on the “Cell”Talking on the “Cell”

A snapshot of all drivers would show 11% of us A snapshot of all drivers would show 11% of us are talking on the cell phone at any time, and are talking on the cell phone at any time, and this is anticipated to increasethis is anticipated to increase

81% of drivers admit to talking on the cell 81% of drivers admit to talking on the cell phone while drivingphone while driving 74% baby boomers74% baby boomers 88% Generation X88% Generation X 89% Generation Y89% Generation Y 62% of teen drivers 62% of teen drivers

from the National Safety from the National Safety CouncilCouncil

““Texting” and DrivingTexting” and Driving

18% of drivers admit to texting while 18% of drivers admit to texting while driving:driving: 4% of Baby boomers4% of Baby boomers 15% of Generation X15% of Generation X 39% of Generation Y39% of Generation Y 36% of teen drivers36% of teen drivers

DISTRACTED DISTRACTED DRIVINGDRIVING

Webster’s Dictionary names its Webster’s Dictionary names its

Word of the Year for 2009 Word of the Year for 2009 asas

Damage Totals fromDamage Totals from Distracted Driving = Cell- Distracted Driving = Cell-

phonesphones Much of the available statistics on this Much of the available statistics on this

issue are from the U.S.A. where:issue are from the U.S.A. where:

1.2 million collisions a year or 21% of 1.2 million collisions a year or 21% of all collisions involve cell-phone all collisions involve cell-phone conversationsconversations

Minimum of 100,000 collisions or 2% Minimum of 100,000 collisions or 2% involve textinginvolve texting

Total = 23% of all Motor Vehicle Total = 23% of all Motor Vehicle Collisions involve cell phone use.Collisions involve cell phone use.

Risk for New and Experienced Risk for New and Experienced DriversDrivers

We know that increased driving skill comes from We know that increased driving skill comes from

increased practise and dealing with different increased practise and dealing with different scenarios, road conditions, traffic patternsscenarios, road conditions, traffic patterns

Sometimes risky behaviour comes from those Sometimes risky behaviour comes from those least experienced with driving but even least experienced with driving but even experienced drivers can become complacent experienced drivers can become complacent about the real risks and begin undertaking risky about the real risks and begin undertaking risky behaviours. behaviours.

Many of us treat the car as a safe “cocoon”.Many of us treat the car as a safe “cocoon”.

Driving is a Complex TaskDriving is a Complex Task

Driving a motor vehicle is a complex Driving a motor vehicle is a complex activity:activity:

Knowing the rules of the roadKnowing the rules of the road Hand-eye coordinationHand-eye coordination Focused concentration of our mind.Focused concentration of our mind.

AttentionAttention = Visual + Mechanical = Visual + Mechanical + Cognitive+ Cognitive

Hands-Free and Hand-held: Hands-Free and Hand-held: Both RiskyBoth Risky

Many people think hands-free phones are Many people think hands-free phones are safer than hand-held ones, but with both our safer than hand-held ones, but with both our brain is affected and a safety risk results.brain is affected and a safety risk results.

If we end up talking longer because we feel If we end up talking longer because we feel safer, then hands-free phones become even safer, then hands-free phones become even more of a problem. more of a problem.

Most legislation, including ours in Nova Most legislation, including ours in Nova Scotia from April 2008 only banned hand-Scotia from April 2008 only banned hand-held devices. Hands-free ones are currently held devices. Hands-free ones are currently legal and many employer policies allow legal and many employer policies allow them.them.

Even though illegal -we still Even though illegal -we still do it.do it.

Operating a hand-held cell phone in Operating a hand-held cell phone in Nova Scotia is illegal. Many people Nova Scotia is illegal. Many people still do it. still do it.

Why?Why?

The Multitasking MythThe Multitasking Myth

The brain does not multitask when The brain does not multitask when performing two tasks at the same time.performing two tasks at the same time.

The brain functions sequentially, The brain functions sequentially, switching from one task to the other.switching from one task to the other.

What happens when you are watching What happens when you are watching your favourite television show and your favourite television show and your friend phones and you try to talk your friend phones and you try to talk and and watch the show? watch the show?

Too Much to Attend to?Too Much to Attend to?

The brain will filter information due to The brain will filter information due to sensory overload. You will not be aware sensory overload. You will not be aware of the information being filtered out.of the information being filtered out. You will not know what you do not You will not know what you do not

know.know. Information will not get stored in memoryInformation will not get stored in memory As a driver, you will miss critical As a driver, you will miss critical

information on potential hazardsinformation on potential hazards

Inattention BlindnessInattention Blindness

““looking” but not “seeing” is a type of looking” but not “seeing” is a type of cognitive distractioncognitive distraction

Even “hands-free” drivers are less likely Even “hands-free” drivers are less likely to see:to see: High and low relevant objectsHigh and low relevant objects Visual cuesVisual cues Exits, red lights and stop signsExits, red lights and stop signs Navigational signageNavigational signage Content of objectsContent of objects

MRI shows a MRI shows a 37% Decrease in 37% Decrease in Parietal Lobe Activation Parietal Lobe Activation The parietal lobe plays important roles in The parietal lobe plays important roles in integrating sensory information from various parts integrating sensory information from various parts of the body, knowledge of numbers and their of the body, knowledge of numbers and their relations, and in the manipulation of objects.relations, and in the manipulation of objects.

Driving Alone Driving Driving Alone Driving with with Sentence Sentence ListeningListening

©National Safety Council 2010

What is currently being done What is currently being done to address Impaired and to address Impaired and

Distracted Driving Distracted Driving in your community?in your community?

Is there more we can be doing Is there more we can be doing to help save lives?to help save lives?