For Immediate Release
New research partnership leverages innovative technology to tackle risky behaviours and reduce road crashes.
Ottawa, Ontario – The Traffic Injury Research Foundation (TIRF) is proud to announce a groundbreaking research initiative designed to reduce collisions, injuries, and fatalities on Canadian roadways. TIRF, in partnership with Medidas Digital, is leveraging advanced game-based technology to deliver a Safe Roads Challenge program in the City of Edmonton. This project is funded through Transport Canada’s Enhanced Road Safety Transfer Payment Program (ERSTPP).
This project marks a significant step forward in TIRF’s mission to advance road safety through evidence-based solutions. With financial support from Transport Canada and in collaboration with Medidas Digital, the Province of Alberta and the City of Edmonton, TIRF is implementing an innovative approach combining cutting-edge technology, data analytics, and driver engagement to address high-risk behaviours and improve safety outcomes.
Project highlights:
1. Driver Engagement & Awareness
The initiative utilizes the interactive, game-based Safe Roads Challenge app to engage drivers, including competitions and incentives for safe driving practices and educational campaigns to promote awareness of road safety principles.
2. Risk Monitoring & Analysis
Utilizing Medidas Digital’s state-of-the-art technology driven platforms, the project is collecting near real-time, de-identified data about risky behaviours, including speed, braking, acceleration, cornering and phone handling on the road. These data make it possible to identify high-risk locations and driving patterns to guide the delivery of targeted safety interventions and reduce risk for all road users.
3. Effectiveness of Intervention Strategies
Using advanced digital geo-fencing technology, the project is designed to identify the volume and types of risk in sensitive locations such as high-risk event volume, work zones and collision-prone locations. Introducing traffic and infrastructure interventions and being able to measure the effects in near real-time is a novel capability being studied.
4. Data-Driven Insights
Comprehensive data analysis can provide actionable insights to policymakers and stakeholders, enabling evidence-based decision-making to enhance road safety across Canada.
“We are incredibly pleased to receive support from Transport Canada which recognizes the immense potential for real-world change with this critical initiative,” said Robyn Robertson, President & CEO at TIRF. “Combining our road safety expertise with Medidas Digital’s innovative technology and programs, creates new opportunities to deliver measurable improvements in driver behaviour and roadway safety.”
This project aligns with Transport Canada’s commitment to reducing roadway fatalities and injuries while fostering innovation and collaboration among stakeholders. By focusing on data-driven solutions and leveraging advanced technology, this initiative aims to set a new standard for road safety in Canada.
About the Traffic Injury Research Foundation:
The vision of the Traffic Injury Research Foundation (TIRF) is to ensure people using roads make it home safely every day by eliminating road deaths, serious injuries and their social costs. TIRF’s mission is to be the knowledge source for safe road users and a world leader in research, program and policy development, evaluation, and knowledge transfer. TIRF is a registered charity and depends on grants, awards, and donations to provide services for the public. Visit www.tirf.ca or find all TIRF websites and social media at linktr.ee/tirfcanada.
About Medidas Digital:
Medidas Digital is a pioneer in using game-based mobile applications and data-driven insights for enhancing driver behavior improvement. Their innovative Safe Roads Challenge program (https://saferoadschallenge.com) engages all stakeholders including drivers, community promoters, safety organizations and researchers in a win-win collaboration.
Media Contact:
Karen Bowman
Director, Communications & Programs
Traffic Injury Research Foundation
karenb@tirf.ca
613-238-5235 (Office) / 250-797-0833 (Direct)
For more information about the project or to schedule an interview, please contact the TIRF media team at the above email address.
