Time to Hang Up --- The BC Medical Association's campaign to ban cell phone use while driving in British Columbia
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British Columbia Medical Association -- Geraldine Vance APR, FCPRS
Communication Management - Category 1- Government Relations
Campaign Time Frame: June 2009-0ctober 2009
Need/opportunity
The British Columbia Medical Association (BCMA) is a voluntary association that represents the 11,000+ physicians in the
province. The BCMA is active in the area of advocating for public policy on health and safety issues that concern the citizens of
BC Since 1999 the BCMA has advocated for restrictions on the use of cell phones while driving. In 2009 the BCMf-, determined
the time was right to make a major push to get legislation to prohibit cell and smart phone use while driving. A government
relations campaign was launched in June, 2009.
Challenges
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Government Position - The official position in British Columbia until 2009 was that there was neither evidence nor
desire to pursue a ban in British Columbia.
Public's Attachment to Cell Phones - With the increasing use of wireless technology, a major challenge was simply
dealing with people's love of their cell phones. A common response from the public was "other people may be at
risk but I'm perfectly capable of doing both; I'm a great driver and I can multi-task easily."
Government Consultation Process - Shortly after our initial call for action in June, government launched an official
consultation process with stakeholders and the public on the issue. While encouraging, this process forced us to
change gears and required us to alter the format of some of our information and our approach.
Submission Format - Our submission to the Solicitor General (Time to Hang Up) document was required to answer
six specific questions outlined in the consultation process. It was also required to be in i'I written format. The
Solicitor General's office was not interested in promotional style reports or documents.
Rese,arch
The BCMA commissioned Ipsos Reid Canada to poll on both the significance of the issue and support for a ban in BC
The polling results were dramatic: 92% of British COlumbians saw this as a serious road safety issue and 76% supported a ban.
We believed that this high level of public support was what the government needed to take action on the issue. There was no
political downside to introducing some level of prohibition. The BCMA shared the research results with the Minister prior to
releasing them publicly.
Target audiences
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Solicitor General and Minister for Public Safety
Elected Members of the legislative Assembly (M LAs)
Senior government bureaucrats
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Media
BCMA Members
Public
Public affairs and communication objectives
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Provide evidence to government that summarized the risk and cost of distracted driving in British Columbia. It
included a response to common arguments used by those opposed to the ban.
Quantify and demonstrate public support for a ban through polling.
Create a coalition of support among key groups to publicly call for legislative change.
Have the BCMA quoted by government and media as an expert in the area of driver distraction from hand held
devices to profile the BeMA's work advocating on behalf of physicians and patients.
If a ban proceeded, have the BCMA President be a key spokesperson and profile his work as an advocate on behalf
of its members.
Strategy overview
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Demonstrate the desire for change through public polling
Issue a formal call for a ban on hand-held cell phone use and texting while driving
Create a coalition of support among key stakeholders in driver safety
Get information directly to MLAs to inform them of public support and evidence on driver distraction
Give government flexibility to introduce a staged ban consistent with other jurisdictions
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Implementation
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On June 16 2009 the campaign was launched with a public release of a joint letter signe'd by the BCMA President,
the President of the BC Automobile Association and the head of the BC Association of Police Chiefs calling on
government to take action.
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On June 30 , the Solicitor General launched a public consultation process on distracted driving. This became the
official process for submitting information to government on the issue. We moved our intended release of the
polling we had conducted to coincide with the date of our official submission to the consultation .
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On July 2i , a news release went out from the BCMA detailing the polling results and the BCMA submission. The
submission and polling results were then posted on our website.
Media response over the next several days was significant. By the second day, both of Be's major newspapers
wrote editorials endorsing the report and the call for a ban. We knew this would be influential with government.
In early August a copy of Time to Hang Up was mailed to all 85 MLAs in the province. Polling results were included
as part of that mailing. Local physicians followed up with meetings and/or letters of support to their local MLAs.
By mid-August, media stories on the dangers of texting and talking on a cell phone were routinely appearing on the
news, with the most famous being footage of a young women texting while steering with her knees. Shortly after
our submission contact was made with government staff, and meetings and discussions occurred regarding our
report.
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On August 25 , government announced in their Speech from the Throne that "Government will introduce
legislation to restrict cell phone use while driving a vehicle to create a safer driving and pedestrian environment for
all.
The BCMA President and staff met with the Solicitor General and Deputy to discuss the BCMA report and possible
legislation.
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On October 21 , the BC government introduced legislation to limit the use of hand held devices while driving that
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comes into force January 1 t, 201O.Texting was banned entirely and hands free devices were permitted for
experienced drivers. New drivers, however, were prohibited from using any devices, including hands free.
The BCMA President was invited and introduced in the legislature prior to the legislation being read. The President
also attended the news conference announcing the legislation and was the first to speak after the Solicitor General.
Measurement/evafuation of outcomes
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Campaign Goal: Our key measurement was whether government would enact legislation. This campaign was a success due to
the fact the government introduced legislation to ban hand held devices as a direct result of our efforts. Consistent with our
objectives, other notable measures include:
Quantify and publicize public concern -July 2009 polling showed 92% of British Columbians saw this as a serious road safety
issue and 76% supported a ban. After the ban was introduced polling showed that 92% percent supported the ban. Ninety-six
percent of British Columbians supported the ban on texting.
Create a coalition - The initial formal call to government was joined by the BC Automobile Association and the BC Association of
Police Chiefs. Both organizations agreed to sign our joint letter and participate in our call to government for change.
Develop evidence and have the BCMA quoted by government and media - The BCMA submission received editorial support
from both major provincial papers and two notable columnists. There were more than 100 media stories (print, television,
online, and radio) involving the BCMA on cell phone use and driving. The BCMA report and its key messages were used
extensively throughout that coverage. The_ BCMA submission is now included in the legislative library as a key reference on this
topic.
BCMA role in the announcement - BCMA President Dr. Brian Brodie was introduced in the legislature by the Solicitor General on
the day the legislation was first tabled. Dr. Brodie was also included in the main press conference announcing the ban, speaking
right after the Solicitor General. A poll of 1,497 BCMA members conducted in January 2010 showed 85% of members said the
BCMA is doing well at reflecting the general views of the medical profession in our advocacy efforts; 73% of members said the
President is doing a good job speaking on behalf of BC doctors in the media.
The most important outcome of this campaign will emerge over the next several years: a drop in deaths and injuries.
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Budget
The budget for this campaign was $8,000 which included polling costs, report preparation and mailings.