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Top 6: March 29th 2023

Canada Safety Council: Sleep Tracks

Top 6: March 29th 2023
If you’re like most Canadians, then you may not be aware that 21% of all road crashes in Canada are caused by tiredness. Despite the facts, many drivers still don’t take the risk seriously – thinking the road isn’t powerful enough to put them to sleep. To change this, the Canada Safety Council and TAXI has launched Sleep Tracks, a unique initiative that proves how sleep-inducing Canada's roads can be by turning them into a free aural sleep aid. The Sleep Tracks soundscapes serve as a crucial reminder of the tranquil nature of the road and its impact on driving safety. It emphasises that driving a vehicle while not entirely awake can lead to catastrophic consequences, especially in high-risk areas of Canadian highways that may not be closely monitored for safe driving. As an advocate of road safety, the Canada Safety Council urges all drivers to prioritise adequate rest breaks and refrain from driving while fatigued to guarantee the well-being of everyone on the road. Sleep Tracks has been tailored to three different provinces in Canada, including Ontario, British Columbia, and Alberta, using different sounds and backdrops to provide an authentic experience for each region. Listeners using the Ontario soundtrack will drift off to a 660-kilometer stretch that includes the 401 Highway, while the BC version highlights the turbulent Coquihalla Highway as part of its 731-kilometer journey. And the 809-kilometer Alberta inspired sleep aid takes listeners to the notoriously dangerous Highway 63. Sleep Tracks is just one of the many programs and initiatives offered by the Canada Safety Council. These programs include nationally recognised driver training courses such as the Defensive Driving Course, the Professional Driving Improvement Course, and the Gearing Up Motorcycle Training Program. The campaign kicks off on Spotify and Apple on March 20th, and will appear in digital, social, late-night TV and on the Canada Safety Council’s owned channels over the next several months. All media is targeted to hit people at bedtime (9pm-2am).

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