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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: CAA honours Waterloo Regional Police Service and School Safety Patrol program partner with Achievement Award

[ Deputy Chief Jen Davis, Police Chief Mark Crowell, Catherine Conoboy WRPS SSP Program Coordinator, Deputy Chief Eugene Fenton, Leslie Rocha, CAA SCO ] CAA South Central Ontario (CAA SCO) is proudly awarding Catherine Conoboy, a civilian professional with the Waterloo Regional Police Service (WRPS), with the CAA School Safety Patrol® (SSP) Program Achievement Award for her outstanding contribution and dedication to the program. As the Corporate Events Coordinator for WRPS, Conoboy has trained CAA School Safety Patrollers for 23 years, demonstrating her unwavering dedication to student safety since 2001. As part of her passion for educating the youth in her community, Conoboy organizes an annual mass training event every September, training between 1,000 to 1,200 student Patrollers at each event. “Conoboy’s commitment to the CAA School Safety Patrol program over the past two decades has been exceptional. Her leadership, collaboration with key partners, and dedication to student safety are the cornerstones to this program’s success,” says Leslie Rocha, community program consultant at CAA SCO, “Whether organizing appreciation events or securing support from local groups or governments, her passion for student safety and community engagement shines through.” In Waterloo Region, during the 2024/2025 school year, 90 schools registered for the program – 46 more schools than in the school year prior. Together with the Student Transportation Services of Waterloo Region, Conoboy has encouraged and promoted schools to participate in SSP training. “We are extremely proud to see Catherine being honoured with an award that recognizes her exemplary work and commitment to public safety,” said Cherri Greeno, Director of Corporate Affairs for the Waterloo Regional Police Service. “Through this program, Catherine has shown her dedication and passion to building community relationships while improving the health and safety of thousands of youth within Waterloo Region.” Every year, CAA SCO recognizes community partners across Ontario with the CAA School Safety Patrol Program Achievement Award, given to a road safety advocate who embodies their commitment to the program’s mission of keeping school zones safe. “CAA always advocates for the safety of our communities and the children and pedestrians that reside within them,” says Rocha. “We continue to work alongside our community and police partners to empower elementary school students to help keep themselves safe when travelling to and from school.” The CAA School Safety Patrol program was developed in 1929 to protect, educate, and empower elementary school children on safe road-crossing practices. With more than 90 years of proven experience in teaching road safety and children’s safety in school zones, the program gives Patrollers an acute awareness of road safety and gives them the tools to help them stay safe as they travel to and from school.   To help make the program a success, Conoboy also works closely with the local bussing consortium, Waterloo Regional Police, Fire Services, and Paramedics to ensure Patrollers are trained to be safety advocates in their communities. “Year after year, Conoboy’s ability to foster these critical relationships ensures the SSP program runs smoothly and effectively,” says Rocha. Waterloo Regional Police Service has participated in the SSP program for over 30 years. Since its start, the CAA School Safety Patrol program has helped keep students safe in school zones. Every year, approximately 800 schools in Ontario participate in the CAA SSP program, which CAA SCO delivers with local partners. For more information, visit www.caaschoolsafetypatrol.com

3 min

MEDIA RELEASE: Back-to-School Alert: CAA Manitoba Urges Motorists to Drive Responsibly as Student Traffic Increases

At the kick-off of a new school year CAA Manitoba (CAA MB) is reminding motorists to remain vigilant, especially when driving in school zones. Everyone has a responsibility to look out for those around them, including parents/guardians and children, as they travel to and from school. “Parents and guardians across Manitoba have reported seeing unsafe driving behaviours in school zones, including double parking, speeding and stopping in moving traffic. Not only are these behaviours dangerous, they also could come with stiff penalties,” says Ewald Friesen, Manager, Government & Community Relations for CAA Manitoba. Student buses in school zones and surrounding areas are common this time of year, and some drivers will be tempted to pass a stopped school bus when the vehicle’s arm is activated, and lights are flashing. “Passing a school bus is not only illegal, but it also puts young lives at risk and is grounds for potential conviction of the driver,” says Friesen, “if convicted, a driver can face a hefty fine of $674 and two demerit points.” This school year, CAA Manitoba hopes to educate and inspire the public to make responsible driving choices to protect children as they travel to and from their schools. “CAA Manitoba continues to advocate for the safety of all road users, including the ones excited to see their friends at school today,” Friesen adds. Tips for responsible driving behaviours in school zone areas: • 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 traffic and make school zones safer. • Put away distractions: Pedestrian safety begins with drivers. It’s important to put away distractions such as phones and be extra attentive in school zones, whether a parent is driving, or a child is walking to school. • 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 to and from school, 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. 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. To learn more, please visit http://www.caamanitoba.com/schoolzonesafety.

3 min

MEDIA RELEASE: Back-to-School Alert: CAA Urges Drivers to Stay Vigilant in School Zones as Student Traffic Increases

As the new school year kicks off, CAA South Central Ontario (CAA SCO) is reminding motorists to remain attentive when driving through school zones as more children are present in these areas. A recent survey conducted by CAA SCO found that 60 per cent of parents surveyed are concerned about the driving behaviours witnessed in their child’s school zone and consider their child’s school zone unsafe – a five per cent increase from last year. “It is no surprise that parents are concerned for the safety of their children; they have the right to get to and from school safely,” says Tracy Marshall, Manager, Community Relations for CAA SCO, “speeding, double parking and stopping in school bus zones are all commonly reported unsafe driving behaviours parents see in their child’s school zones.” As a result, a majority of parents (85 per cent) support reducing speed limits in school zones, with over 77 per cent of these parents agreeing that 30km/h or less is the most appropriate speed limit. Of those surveyed, 68 per cent of parents strongly support the use of Automatic Speed Enforcement (ASE) in school zones, and 79 per cent believe its presence would deter speeding around schools. Additionally, 3 in 4 (73 per cent) consider that ASE should remain permanent in school zones. “Automated Speed Enforcement, along with the presence of police officers and speed bumps, continue to be identified as the primary measures to deter speeding in these zones,” adds Marshall, “through education, we hope to help motorists to make more responsible decisions behind the wheel to protect themselves and those around them.” Tips for responsible driving behaviours in school zone areas: • 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 traffic and make school zones safer. • Put away distractions: Pedestrian safety begins with drivers. It’s important to put away distractions such as phones and be extra attentive in school zones, whether a parent is driving, or a child is walking to school. • 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 to and from school, 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. 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 2024, with 1,520 Ontario parents/guardians with children attending school from kindergarten to grade 8. Based on the sample size of n=1,520 and with a confidence level of 95 per cent, the margin of error for this research is +/- 2%.)

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