Today, RCMP NL provided details of an enhanced all-terrain vehicle (ATV) enforcement initiative and a new social media campaign in response to the number of deaths of operators of recreational vehicles this year. Since January 1, 2020, 15 people, ranging in age from 14 to 91, died while operating ATVs and snowmobiles in areas policed by the RCMP; there were 12 deaths in 2019 and 10 in 2018.
Assistant Commissioner Ches Parsons, Commanding Officer of RCMP NL, spoke to the need for the campaign.
"Use of ATVs and snowmobiles is a wonderful way to enjoy the great outdoors in Newfoundland and Labrador when it is done safely," said Assistant Commissioner Parsons. "No one expects not to make it home alive when you go for a run on your favorite machine. Yet, 15 people have died so far this year while doing just that. Many of these deaths involved reckless behaviour."
In 11 of the deaths, safety equipment such as helmets and seatbelts were either not worn or improperly used. Alcohol use was a suspected factor in 10 of the deaths. Safe operation of ATVs and all recreational vehicles is the focus of an enhanced enforcement initiative involving RCMP Detachments in the province and Traffic Services Units.
"RCMP NL has always enforced safe operation of all recreational vehicles but with the increase in the number of deaths, we are implementing an enhanced enforcement plan," said Sergeant Matthew Christie, Traffic Services East Unit Commander. "Enforcement will focus on speeds, use of safety equipment, under-aged drivers and alcohol use. Our Traffic Services police officers will be equipped with special equipment to allow covert surveillance and the gathering of evidence, in collaboration with Detachments, to support charges where appropriate. Our goal is not to ruin someone's fun but to prevent further deaths."
A new RCMP social media campaign ATV Safety Can Save More Than One Life launches today and is designed to make an emotional impact while focusing on the devastation to the loved ones left behind in the wake of ATV deaths, as well as the causes of those deaths – alcohol consumption, reckless operation and lack of safety equipment such as helmets and seatbelts. Glenda Power, Director of Strategic Communications for RCMP NL, provided an overview of the campaign.
"This campaign will run over the next 12 weeks, using visuals and simple messages to create an emotional response to the devastating impacts of ATV deaths," said Ms. Power. "We want to stimulate conversations about recreational vehicle use and the consequences of unsafe operation. We ask the public to support this campaign by sharing the images and talking about ATV safety with your loved ones."
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