EDMONTON, Alta. – The Alberta Motor Transport Association (AMTA) has united with the Coalition for a Safer 63 and 881 in an effort to deliver road safety messages to help reduce traffic related incidents along busy provincial Highway 63 and 881.

A series of up to four road safety billboards will be erected along Highway 63 near the community of Boyle, Alta. between June and December. Highway 63 stretches 443 km connecting the province’s oil sands region with trade routes to the south and is the only all-weather road in and out of Fort McMurray, Alta.

“AMTA is committed to making the roads safer for all road users and a key element of that is raising awareness of how to safely share the road with commercial vehicles,” said AMTA president Lorraine Card. “Both AMTA and the Coalition for a Safer 63 and 881 share a common goal with this billboard campaign, we want to reach road users who are traveling to and from Fort McMurray and encourage safe driving behaviors so everyone arrives home safely.”

Formed in 2010, the Coalition for a Safer 63 and 881 aims to change the driving habits of those who utilize both highway systems.

“The Coalition for a Safer 63 and 881 is proud of our partnership with AMTA. Both organizations share a similar vision and mandate, like AMTA, the coalition is committed to making Highway 63 and 881 safer through education and advocacy,” said the coalition’s executive director, Debbie Hammond. “The billboard campaign is a great partnership that strengthens our voice as safety advocates. We believe by providing the educational resources and safe driving tips, drivers can make safer choices behind the wheel and arrive to their destination.”

The AMTA said several industry-leading partners are part of the Coalition for a Safer 63 and 881.

According to the coalition’s website, there have been 153 fatal collisions on Highway 63 and 881 between 2003 and 2015, with a total of 190 victims.