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: Nearly All Manitoba Parents Report Unsafe Driving in School Zones, CAA Study Finds.

With the new school year days away, CAA Manitoba (CAA MB) is releasing new findings on school zone safety. A recent survey found that nearly all (90 per cent) Manitoba parents and guardians have reported unsafe driving behaviours in their school zone. As a result, most parents (62 per cent) consider their child’s school zone very unsafe. “Every parent wants to see their child to and from school safely,” says Ewald Friesen, manager, government & community Relations for CAA Manitoba. “Driving dangerously in areas where vulnerable road users are active such as children, always presents heightened road safety concerns.” Parents call for greater safety precautions in school zones According to the data, parents cited speeding, drivers blocking school bus zones and distracted driving as the most dangerous driving behaviours they witnessed in their school zone. The study also found that 43 per cent of parents choose to drive their kids to school over walking, cycling or taking a school bus, contributing to the increase in vehicle traffic in these areas. “This is an eight per cent increase in parents driving their children compared to our last survey in 2023,” says Friesen. “Parents stated their reasons for driving their children included convenience and distance between home and school, but the most concerning answer was because of traffic safety concerns.” Most Manitoba parents favour greater safety precautions in school zones, including lower speed limits, enhanced infrastructure, improved enforcement and education. The data shows that the majority of parents (83 per cent) support reducing speed limits in school zones during the school year, a common practice in the province. A majority of parents also believe that automated speed enforcement (ASE) is an effective deterrent to speeding in school zones, while recognizing there are other tools, including speed bumps and digital speed detection signs, as effective ways to slow drivers around their child’s school. CAA Manitoba is encouraging motorists to make responsible driving choices to protect children as they travel to and from school. CAA Manitoba has the following tips when travelling in school zones: Help reduce traffic with active school travel: Encourage your kids to walk or wheel to school to ease traffic congestion. If your school is a further distance, CAA MB encourages parents and guardians to park a block away and walk to school to reduce the volume of vehicles and improve sightlines. Put away distractions: It’s important to put away distractions such as phones and be extra attentive in school zones for both motorists and pedestrians. Slow down: Know and respect the speed limit in your neighbourhood’s school zones. Give yourself plenty of time to drop off your kids at school to avoid rushing. Choose a safe spot to drop off and pick up your children from school: Follow your school’s rules and avoid double parking or stopping on crosswalks, dropping off or picking up your kids on the opposite side of the street, and stopping in moving traffic as kids rush out. Instead, use the designated drop-off areas or consider a spot a bit farther away from school that is easily accessible and safe. Make eye contact with pedestrians: With the excitement of going back to school, anticipate that children may not easily see or hear your moving vehicle, so make eye contact with pedestrians crossing the road. Stop for school buses: Never pass a stopped school bus with an activated stop arm and flashing red lights as children get on and off the bus. Passing a school bus as it loads and unloads children – not only is this dangerous, but it’s also illegal. Watch for CAA School Safety Patrollers: When travelling through school zones, watch for CAA School Safety Patrollers in their lime green safety vests, as they play an important role in ensuring the roadway is safe before kids cross on their own. Visit schoolpatrolmanitoba.com for more information. CAA supports safety in school zones through the CAA School Safety Patrol® program. The program was developed to protect, educate and empower elementary school children on safe road-crossing practices. For more school zone safety tips, visit caamanitoba.com/schoolzonesafety. The online survey was conducted by DIG Insights in May 2025, with 516 Manitoba parents/guardians with children attending school from kindergarten to grade 8. Based on the sample size of n=516 and with a confidence level of 95 per cent, the margin of error for this research is +/- 3%.)

3 min

MEDIA RELEASE: Congestion in School Zones Sparks Safety Concerns Among Ontario Parents, CAA Survey Finds

New findings from CAA South Central Ontario (CAA SCO) show that parents believe that school zone congestion is increasing. Eight in 10 Ontario parents report traffic buildup during both drop-off (81 per cent) and pick-up (84 per cent) times. These numbers are up from 77 per cent and 79 per cent in 2024, respectively. “Every parent wants to see their child get to school safely, and an increase in vehicle traffic in these areas can pose a serious safety risk to young road users,” says Lauren Fisher, manager, government relations for CAA SCO. “Our survey reveals that parents are choosing to drive their kids to school because of the distance between home and school, convenience and traffic safety concerns.” Parents Support Stricter School Zone Safety Measures A majority of parents (83 per cent) have reported seeing unsafe driving behaviours in their child’s school zone – up three per cent from 2024. As a result, most parents (63 per cent) consider their child’s school zone very unsafe, a number that has climbed since 2023 (55 per cent). “Speeding, stopping in undesignated areas and double parking are all commonly reported unsafe driving behaviours parents see in their child’s school zones,” says Fisher. “To help deal with that, most parents are in favour of increasing safety precautions in school zones, including improved enforcement and penalties.” Most parents are in favour of reducing the speed limit in school zones, with nearly half considering 30km/h as the most appropriate speed in these areas. Many parents also believe that automated speed enforcement (ASE) effectively deters speeding in school zones. With the new school year just days away, CAA SCO encourages motorists to make responsible driving choices to protect children as they travel to, from and around school. CAA SCO has the following tips when travelling in school zones: Help reduce traffic with active school travel: Encourage your kids to walk or wheel to school to ease traffic congestion. If your school is a further distance, CAA SCO encourages parents and guardians to park a block away and walk to school to reduce the volume of vehicles and improve sightlines. Put away distractions: It’s essential to put away distractions such as phones and be extra attentive in school zones, for both motorists and pedestrians. Slow down: Know and respect the speed limit in your neighbourhood’s school zones. Give yourself plenty of time to drop off your kids at school to avoid rushing. Choose a safe spot to drop off and pick up your children from school: Follow your school’s rules and avoid double parking or stopping on crosswalks, dropping off or picking up your kids on the opposite side of the street, and stopping in moving traffic as kids rush out. Instead, use the designated drop-off areas or consider a spot a bit farther away from school that is easily accessible and safe. Make eye contact with pedestrians: With the excitement of going back to school, anticipate that children may not easily see or hear your moving vehicle, so ensure to make eye contact with pedestrians crossing the road. Stop for school buses: Never pass a stopped school bus with an activated stop arm and flashing red lights as children get on and off the bus. Passing a school bus as it loads and unloads children – not only is this dangerous, but it’s also illegal. Watch for CAA School Safety Patrollers: When travelling through school zones, watch for CAA School Safety Patrollers in their lime green safety vests, as they play an important role in ensuring the roadway is safe before kids cross on their own. Visit caaschoolsafetypatrol.com for more information. For more school zone safety tips, visit caasco.com/schoolzone. CAA supports safety in school zones through the CAA School Safety Patrol® program, developed to protect and educate elementary school children on safe road-crossing practices. CAA’s Ontario Road Safety Resource is a toolkit with valuable lesson plans for teachers to help educate students about road safety. To learn more, please visit www.caasco.com/schoolzone. The online survey was conducted by DIG Insights in May 2025, with 1,511 Ontario parents/guardians with children attending school from kindergarten to grade 8. Based on the sample size of n=1,511 and with a confidence level of 95 per cent, the margin of error for this research is +/- 2%.)

3 min

MEDIA RELEASE: CAA Research Finds Distracted Driving and Speeding Are the Top Two Road Safety Concerns in Manitoba

A new survey conducted by CAA Manitoba found that Manitobans are very worried about the dangerous driving they’ve seen across the province, especially distracted driving and speeding. The study found that 88 per cent of Manitoba drivers feel somewhat or very concerned about distracted driving. According to Manitoba Public Insurance (MPI), distracted driving is now the number one cause of fatalities on Manitoba roadways. “It is no surprise that Manitobans are concerned about the dangerous driving they have witnessed, especially when it comes to distracted drivers,” says Ewald Friesen, manager, government & community relations for CAA Manitoba. “What is most concerning, however, is that currently, Manitoba does not have a specific distracted driving law, which could help deter distracted drivers and increase road safety.” CAA Manitoba’s research indicates that almost half (46 per cent) of Manitobans have admitted to being distracted drivers, while most (63 per cent) have witnessed a close-call collision or traffic violation caused by distracted driving. Most concerning, 13 per cent of drivers reported being directly involved in a collision due to distracted driving. Our research found that more than half of Manitobans believe increasing fines and penalties can discourage distracted drivers. “We know that drivers who text are far more likely to be involved in a crash or near-crash compared to non-distracted drivers,” adds Friesen. “Distractions inside and outside your vehicle can draw your focus away from where it needs to be most.” In addition to distracted driving, speeding continues to be a significant problem in Manitoba, and Automatic Speed Enforcement (ASE) may be an additional tool that has been shown in other jurisdictions to help. Additional research conducted by CAA shows that 82 per cent of Manitobans stated that speeding is also a problem this year. That same study found that 65 per cent of drivers support the use of ASE cameras. In fact, almost three-quarters of Manitobans say that ASE can help deter speeding and slow drivers down. “ASEs can be a valuable tool in positively shifting driver behaviour and protecting vulnerable road users, especially in areas with schools and community centres,” says Friesen. “Photo radar cameras should not be used as a revenue generator but rather as a tool to encourage safe driving behaviours, especially in school zones.” As of right now, Winnipeg is the only municipality in Manitoba with the right to use photo enforcement; however, other municipalities continue to lobby for similar rights. In addition to tools such as ASE cameras, Manitobans support higher fines and harsher penalties or suspensions, especially for repeat offenders. Over half of Manitobans (60 per cent) believe increasing the penalties on repeat offenders is the most effective way to discourage drivers from speeding, especially in school zones or near community centres. “CAA Manitoba continues to advocate for safer roads across all municipalities, especially for vulnerable road users,” says Friesen. “Standardized practices across municipalities regarding distracted driving laws and ASE cameras can help ensure that they are used in a predictable way that improves road safety and reinforces public trust.” For more information about dangerous driving and road safety, visit: www.caamanitoba.com/advocacy Speeding and Dangerous Driving Methodology The online survey was conducted by DIG Insights from March 7 to March 19, 2025, with 500 Manitoba drivers aged 18 and older. Based on the sample size of n=500 and with a confidence level of 95 per cent, the margin of error for this research is +/- 3%.) Distracted Driving Methodology The online survey was conducted by DIG Insights from February 11 to February 21, 2025, with 506 Manitoba drivers aged 18 and older. Based on the sample size of n=506 and with a confidence level of 95 per cent, the margin of error for this research is +/- 3%.)

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