May 25, 2007

Insurance Bureau of Canada to tour Ontario with driver distraction simulators

D.U.M.B. car simulator
D.U.M.B. car simulator. Click image to enlarge

Toronto, Ontario – The Insurance Bureau of Canada (IBC) made its first stop yesterday on an Ontario-wide tour of its D.U.M.B. (Distractions Undermining Motorist Behaviour) driving simulator. The D.U.M.B. Struck Tour will reach community events throughout the province this summer.

The D.U.M.B. Car simulator tests drivers’ reactions to distractions such as cell phones, CDs, iPods, eating and drinking, and personal grooming. The unit includes a driver’s seat, gas pedal and brake, steering wheel, dashboard and plasma monitor.

“Driver distraction is a factor in up to 8 out of 10 vehicle collisions in North America,” says Mark Yakabuski, Vice-President, Federal Affairs & Ontario, IBC. “It’s one of the most serious road safety issues in the country today and we know it’s also a growing concern among Canadians. Taking our simulators on the road will help us engage the public about distracted driving in an entertaining way and, we hope, encourage Ontario drivers to change their habits for the better.”

A recent Canadian poll found that 89 per cent of respondents were concerned about driver distractions, such as talking on a cell phone, but 60 per cent indicated they would not stop using their telephones when driving, even when told that cell phone use makes them four times more likely to be involved in a collision. The campaign combines public awareness and education with interactive activities that allow participants to simulate their driving behaviour in the face of different distractions, and see the effect these distractions have on their driving performance.

For locations, dates and times of the tour, visit

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