Featured Post from CAA Club Group

MEDIA RELEASE: Driven by Good™: CAA South Central Ontario announces brand platform, new tagline

May 9, 2022

3 min



It’s a brand platform and tagline that tells the story of who we are and what we stand for as an organization.


CAA South Central Ontario (CAA SCO) today announced a new tagline – Driven by Good™. Accompanied by a new brand platform, this will create a sustained and consistent approach for marketing the CAA club brand moving forward. It will also help to express CAA values and a commitment to always doing the right thing as an organization.


The new brand platform was created in partnership with BIMM and reinforces why CAA was named the most trusted brand in Canada for the third year in a row in the annual Gustavson Brand Trust Index, released last week.


“This new marketing approach will help CAA Members create a deeper, more emotional connection to our brand,” said Rhonda English, chief marketing officer, CAA Club Group of Companies. “For over 115 years, we have been helping people through advocacy and roadside assistance and for decades with travel and insurance. CAA has been approaching business in a positive and impactful way since its inception and it is time to align our marketing and communications accordingly.”


Driven by Good™ was inspired by the people who work at CAA SCO and how they strive to do the right thing for Members and customers every day. It was inspired by a vision of a world where people who, when faced with a choice to do the easy thing, the reactionary thing, the thing that best serves them, pause, and make a choice to do good.


As the platform and tagline were developed, CAA collected more than 250 stories of Associates going above and beyond to do the right thing in their day-to-day lives. Stories like the colleague who cleared all the vehicles of snow in her apartment parking lot after a nasty snowfall. Or the Associate, an amateur photographer, who set up his garage like a photo studio so he could take photos of his neighbour's ill child and her father. Or the co-worker who scrambled to find a coat and warm clothing to help someone in distress.


“All of these stories, big and small, show how CAA is made up of Associates who are truly driven by doing good in the world. We are proud that our Associates bring this same approach to their work, showing that as an organization we aren’t driven by profit, we are focused on keeping Members safe and adding value to their day-to-day lives,” continued English. “We are inspired by these kind and courageous acts, which represent a world that we want to be a part of and contribute to.”


The first campaign that is part of the new brand platform launches today, to begin to tell CAA's story in this new way. It is focused on inviting our audience into the ‘World of Good’ that we all want to live in. It showcases the good choices that people make that we at CAA are inspired by every day. It also draws on stories and experiences from Associates across the organization focused on how we are Driven by Good™.


For more information and to see CAA’s newest brand spot, go to https://www.caasco.com/campaigns/brand/driven-by-good.


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3 min

MEDIA RELEASE: More Ontario drivers admit to getting behind the wheel after consuming cannabis

A recent survey conducted by CAA South Central Ontario (CAA SCO) found that substance use, specifically cannabis, is on the rise for Ontarians. According to the study, over half (53 per cent) of Ontario drivers have ever tried cannabis, a 14 per cent increase from last year. The issue here is that as more Ontarians are using cannabis, the number of impaired motorists is also on the rise. The survey found that 19 per cent of Ontario drivers admit to ever consuming cannabis and driving a vehicle, a five per cent increase from last year. “This data shows us that the popularity of cannabis has subsequently resulted in more impaired driving,” says Michael Stewart, Community Relations Consultant for CAA SCO, “cannabis can be safely consumed recreationally, but never when behind the wheel.” Despite the increase in cannabis-impaired driving, those driving impaired are less confident in their ability to drive than in years prior. The survey found that: 52 per cent of recent cannabis-impaired drivers admitted to driving within three hours of consumption. 31 per cent of drivers reported feeling high while driving. 76 per cent expressed confidence in their ability to drive – ten per cent less compared to last year. In addition, 63 per cent were worried about being caught. When drivers were asked if they agree or disagree – most continue to agree that cannabis-impaired driving is dangerous but not as bad as driving while alcohol-impaired. According to the study, 91 per cent of Ontario drivers agree that driving under the influence of cannabis is a serious risk to road safety. This concern is even higher amongst older drivers. However, despite the research regarding the effects of cannabis on driving, Ontario drivers continue to generally perceive cannabis as less dangerous (90 per cent) than alcohol (95 per cent) or illegal narcotics and opioids (93 per cent) when it comes to impaired driving. “There is often a misconception on the effects cannabis can have on a driver,” says Stewart, “however, it has been proven that driving impaired can greatly impact a driver’s reaction time, coordination and decision-making, just the same as it does when consuming alcohol.” The survey found that Ontarians who decided to drive after consuming cannabis did so because they believed they did not consume a significant amount of cannabis (32 per cent), had no alternative but to drive home (32 per cent), or thought the drive would be short anyway (28 per cent). The normalization of cannabis use, combined with increased access to retail stores, may be influencing the rise in consumption and cannabis-impaired driving cases. The data shows that 74 per cent of Ontario drivers have at least one cannabis store in their neighbourhood – a 14 per cent increase from 2023 – with 35 per cent of Ontarians reporting four or more stores in their neighbourhood, up six per cent from last year. As the holiday season approaches, CAA SCO is asking those who do consume cannabis, alcohol or other drugs to plan ahead by making alternate arrangements, such as a designated driver or a rideshare service, to get home safely.  “While we’re all aware that alcohol-impaired driving can be deadly, we should also take the same attitude towards cannabis-impaired driving,” says Stewart, “CAA SCO wants to emphasize the importance of using cannabis responsibly, and that means never using it when driving.” The online survey was conducted by DIG Insights from July 5 to July 18, 2024, with 1,664 Ontario drivers aged 19 and older. Based on the sample size of n=1,664 and with a confidence level of 95%, the margin of error for this research is +/- 2%.) 

2 min

MEDIA RELEASE: Avoid the Winter Wallop: CAA, Toronto Police Service and OPP team up with winter weather readiness tips.

Almost one month before the official start of winter and CAA South Central Ontario (CAA SCO), Toronto Police Service (TPS) and Ontario Provincial Police (OPP) are joining forces to keep drivers safe before winter weather blows in with full force. The three organizations are teaming up to help inform Ontario drivers that now is the time to install winter tires, check their car batteries, and stock their cars with emergency car kits that include essentials for the winter months. “Ontario winters can be unpredictable, and snowstorms can hit suddenly. It’s always best to prepare ahead of time in case driving conditions become hazardous,” says Nadia Matos, manager of external communications, CAA SCO. “There’s no time like the present to ensure your safety before getting on the road.” Driving behaviour is the most important factor in ensuring safe driving operations in winter weather. "Road safety is everyone’s responsibility,” says Sergeant Murray Campbell, Toronto Police Service. “With fewer daylight hours and reduced visibility, we are urging everyone to remain vigilant, be aware of other road users, drive according to the weather conditions, ensure vehicle lights are on, and plan ahead to allow for extra travel time.” The organizations continue to reinforce last year’s amendments to the Highway Traffic Act, including the illegal passing of snowplows working in echelon on Ontario highways. “Not only is passing these plows illegal, but it is also incredibly dangerous,” says Sergeant Ted Dongelmans, Ontario Provincial Police. “Offenders may face a fine ranging from $150 to $1,000 if found passing a snowplow while they are clearing the roads.” Before heading out on the road this winter, motorists can download and use the 511 app to check the weather and road conditions before they leave home. The 511 app can be found at 511on.ca or in the app store on their mobile devices. For a safer trip this Winter, CAA, TPS and OPP are sharing the following motorist tips: • Test your car battery. If necessary, replace it before it fails. CAA SCO will test Members’ batteries free of cost during a service call. • Pack a fully stocked emergency car kit. The kit should include a flashlight, extra batteries, warning devices (e.g., flares, reflective vests/strips), a first aid kit, blankets, jumper cables, non-perishable food and water, and a phone charger. Be sure to always keep an ice scraper, small shovel, and snow brush handy in your car. • Service your vehicle. Have your brakes checked, oil changed and top up your windshield washer fluid and any other fluids that are getting low. • Keep your gas tank at least half full at all times. Cold weather causes condensation in the system, which can lead to fuel-line freeze-up and prevent a car from starting. • Check your lighting system. Ensuring you have full lighting is very important in the winter months. Check your headlights and signal lights to ensure they work correctly.

3 min

MEDIA RELEASE: Are you Ready for Winter Driving? CAA Manitoba shares winter weather readiness tips

As the cold weather begins to roll in, CAA Manitoba (CAA MB) is encouraging Manitobans to prepare themselves and their vehicles accordingly for the winter season. “All too often, motorists wait until the first snowfall before preparing their vehicles for winter driving,” says Nadia Matos, manager, external communications for CAA Manitoba. “Now is the time to get your winter tires on and check that your car battery will last the winter months. Even a fully charged battery can lose power when the temperature dips below 0° Celsius.” CAA Manitoba has compiled a list of winter readiness tips for Manitobans to help them prepare for the winter season. • Install winter tires for better traction – On cold and snowy roads winter tires can help reduce your breaking distance by up to 25 per cent. Members can call CAA before Nov. 30 to have our mobile tire service change them for you at home for a fee. • Test your car battery - If necessary, replace it before it fails. Even a fully charged battery can lose up to 30 per cent charge in temperatures below zero. CAA Manitoba will test Members’ batteries free of cost during a service call. • Ensure you have an emergency car kit – Your kit should have water, non-perishable food, jumper cables, blankets, a flashlight, batteries, waterproof matches, candles, and cat litter to help create traction under your tires. Add extra mitts, hats, socks and footwear to your emergency kit. • Have your brakes checked - If you’ve noticed any change in the feel of your brakes, or if they’re squealing or grinding, it may be time to have them serviced. With black ice and unpredictable weather, having good brakes can mean the difference between stopping and sliding. • Check your block heater- When you park– is your outdoor plug drawing power? Is your extension cord working with no missing prongs or exposed wires? • Check your lighting system - Make sure all your interior and exterior lights are working. For safe driving, ensure your headlights are aimed correctly. • Top up your fluids - Keep extra fluid in your trunk. Make sure it’s rated for -40ºC. Don’t let your gas drop below half full. • Inspect your wiper blade – Check the condition of your blades if you notice streaking on the windshield. Check for fraying or cracking and remove worn wiper blades and replace them with new ones. • Ensure you have the appropriate winter tools - Keep an ice scraper, small shovel and snow brush handy in your car at all times. While it’s important to make sure your vehicle is ready to go, it’s also important for drivers and passengers to be prepared in case of an emergency or if you are stranded. Some additional ways to be prepared include: Have a cell phone battery bank and keep it on you, as well as a charging cable that connects your phone to your vehicle. • Download and register for the CAA app and keep your CAA membership card in your wallet or vehicle so you always know how to contact CAA Manitoba if you are stranded. • Check Manitoba 511.ca for road conditions and closures if you head into a rural area. • Always tell your loved ones where you plan to go and what your route is before leaving on a longer trip in your vehicle. “Member safety is always our top priority at CAA Manitoba,” says Matos. “There’s no better time than the present to ensure you, your loved ones and your vehicle are ready to drive safely this winter season.” For more information about driving safely in winter conditions, please visit our Safe Winter Driving page at caamanitoba.com.

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