OPERATION LOOKOUT:

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(No Transcript)
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What it is/does

• Public awareness campaign encouraging the public
  to phone 9-1-1 or OPP when they see a suspected
  impaired driver
• Enhances reach of police
• Effective strategy to intervene with drivers
  ability impaired by alcohol, drugs or fatigue
  preventing collision
• Acts as deterrent to potential impaired drivers
  by demonstrating increased likelihood of
  apprehension

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A history lesson

• Operation Lookout began in late 1980s with
  support from police speer-headed by CADD
• Trademarked by ADD in 1992 (Against Drunk Driving
  later became Canadians for Safe and Sober
  Driving)
• Reassigned to Ontario Community Council on
  Impaired Driving beginning in 2006

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Communities currently running Operation Lookout

• Amherstburg, Bancroft, Belleville,
  Brockville, Bruce Peninsula, Chatham,
  Cornwall, Edmonton, Elgin County, Elliott Lake,
  Fredericton, Frontenac, Gananoque, Grenville,
  Grey County, Haldimand, Hastings, Hawkesbury,
  Huron, Ingersoll, Kingston, Leeds, Lennox and
  Addington, Little Current/ Manitoulin, London,
  Madoc, Marmora, Napanee, Norfolk, Oshawa, Ottawa,
  Owen Sound (and region) Peterborough, Port Hope,
  Prescott, Renfrew, Sarnia, St. Catharines, St.
  Thomas, Sharbot Lake, South Bruce, Sudbury,
  Tillsonburg, Timmins, and Woodstock

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One Example Grey/Bruce County

• FOCUS coalition
• Committee struck involving all 9 local police
  detachments, MADD and FOCUS
• Proposal to MTO-provided additional start-up
  funding
• Radio ad script written and promo materials
  produced

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Program Launch

• July 2000 media conference held where Police, a
  Victim, and FOCUS reps. were on-hand for
  photo-opportunity and interviews

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another example ... Operation Lookout Peterborough

• Committee solely for running lookout
• Local police and OPP
• Run marine version for use with locks, VHF
• Incorporate message/timing for ATV users and
  snowmobiling
• Committee often works on other initiatives like
  safe grad, choose your ride set-ups etc.

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Resources for the program

• Operation Manual
• Signs for roads
• Artwork
• Poster artwork for businesses
• PSAs
• Stickers
• History and networking
• Nationwide base of support
• Community paper story ideas

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Signage for secondary roads

• 600 signs are being shared will communities

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Billboards put up locally
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An out of province billboard
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On a shoestring...

• Partnered with other committees that were already
  advertising (e.g. DAW)
• PSAs given to local radio stations those were
  aired, as well as sponsored ads
• Displays at public events
• Space donated by local businesses
• Support from municipalities
• Some local OPP road closure signs now include
  Operation Lookout message
• Media releases at key times of year

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Let them know its working

• Police partners need to know that sending out
  media releases with anecdotal stories is an
  integral part of the program

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Success in Numbers

• Statistics collected after first 8 months (due to
  funding period), then annually afterward
• Like timeframes compared annually
• Over 5 full years of stats collection, the number
  of phone calls received has been shown to have
  increased by 82

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Some pleasant side-effects

• Committee, originally struck as an ad-hoc, is now
  a permanent group known as PIPS (Partners In
  Public Safety)
• Networking/resource-sharing
• Injury and/or Impaired Driving projects developed
  as the committee identifies issues/ideas
• E.g. Drinking Driving Penalties campaign

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Operation Lookout Lessons Learned

• Change the radio ad script from time-to-time to
  avoid listener burnout
• Important to highlight the fact that calls can be
  anonymous
• Use police partners to create and maintain a
  partnership with police dispatch (helps ensure
  smooth operation of program)
• Annual stats collection and media release re
  program success is important

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Operation Lookout Lessons Learned

• Posters not as well-accepted by retailers on a
  long-term basis as stickers
• Wallet cards picked up a lot at displays
• Promo items that are useful work well (e.g. pens,
  notepads)
• Produce smaller-sized items if RIDES are being
  included in distribution plan

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Contact Info

• Anne Leonard
• Ontario Community Council on Impaired Driving
• 1387 Bayview Avenue, Suite 106
• Toronto, ON, M4G 3A5
• 416-485-4411
• occid_at_bellnet.ca