The Alberta Motor Transport Association (AMTA) is launching a three-month campaign to combat distracted driving in the province’s commercial transportation sector and among the motoring public.

The campaign comes as distracted driving remains a critical safety issue. According to Transport Canada’s National Collision Database, distracted driving contributed to an estimated 22.5% of fatal collisions and 25.5% of serious injury collisions in 2021. In Alberta alone, there were 12,928 convictions for distracted driving in 2023.

Launching in late January, the initiative aims to encourage carriers to adopt stricter policies on mobile phone use and other distractions while driving. The campaign will include educational recourses such as targeted advertising, public service announcements, and downloadable resources for fleet offices.

Another feature of the initiative is the AMTA Distracted Driving Pledge, in which AMTA members and their staff commit to reducing distractions and improving road safety. Pledges will be shared on AMTA’s social media and website, and submissions will be featured in a distracted driving video.