The Jessica Campaign

2. The Jessica Campaign On December 19, 2005, 21-year-old Jessica Holman Price lost her life while preventing her 10 year-old brother from being crushed by the wheels of a snow-removal truck in Montreal, Quebec. The two were standing on a snow bank at a busy intersection, waiting to cross the street. Jessica Lauren Holman-Price, M.B. (posthumous) Medal of Bravery. August 1984 – December 2005 When the light turned green, the truck came around the corner and caught the edge of the mound, causing the boy to slide under the vehicle. Jessica reached for him but she too lost her footing and slid under the wheels of the truck. In a split second, she managed to push her brother out of harm's way before the massive truck took her life.

3. The Jessica Campaign Her death was not the result of a crazed madman welding a firearm, or a drunk driver who lost control of his vehicle and drove blindly on to the side walk. Jessica Lauren Holman-Price, M.B. (posthumous) Medal of Bravery. August 1984 – December 2005 No, Jessica’s death was just a routine traffic fatality.

4. Campaign Objectives • Federally • Investigate and implement safety features (underguard protection) to be applied to all heavy vehicles • Provincially • Demand inquiry into traffic policing practices in our cities giving emphasis to pedestrian safety and right-of-way • Inter-Provincially • Insist Quebec abolish article 83.57 of the Automobile Insurance Act in cases of serious injury or death • Community • Implement pedestrian priority crossing signals especially on intersections near schools and playgrounds Help make our streets saferfor everyone!

5. J ust E nhance S afety, through S ideguard I mplementation and C ommunity A ction The Jessica Campaign www.thejessicacampaign.com

6. Underguard Protection North American Truck European Truck No Protection Protection since 1989 These features are required by law in Europe and have been saving lives for 20 years.

7. First in Canada The Town of Portugal Cove – St. Philip’s becomesfirst in Canada to require sideguards on new trucks!

8. Government Snowplows • The Honourable Minister Trevor Taylor, Minister of Transportation and Works – March 31, 2009 • “Our government is entering the fourth year of a five-year, $50 million plan to replace old snowplows. When our next order is placed, it will be stipulated that the 30 plows be equipped with side guards to prevent pedestrians from rolling under our trucks.” • “All future plow truck orders will also include the side guard stipulation.” • “The side guards have been widely utilized in Europe for years and I encourage all governments in Canada and the private sector to adopt this policy as well for all types of delivery trucks.” “The bottom line is that it saves lives it just makes sense.”

9. House of Commons • Ms. Siobhan Coady – House of Commons - April 3, 2009 • “The goal of the Jessica Campaign is to increase road safety by fitting side guards or under-run protection devices to all vehicles in higher weight categories. This will offer unprotected road users, such as pedestrians and cyclists, protection against the risk of falling under the sides of such vehicles.” • “Research has indicated that actions such as the use of under-run protection devices and education campaigns can improve safety. While there is legislation in some European countries for these protection devices, no such legislation exists in Canada at this point.” • “I ask the House to recognize the life-saving potential of under-rune protection devices and move to ensure their use.”

10. What’s Missing Here?

11. The Private Sector is on Board Thanks to Mr Len Earle and First Private Sector Sideguard

12. BE IT RESOLVED that the Federation of Canadian Municipalities urges the Federal Government (Transport Canada) to engage in comprehensive consultation with all stakeholders in developing and implementing a national standard similar to that of the European model for truck side guard protection. City of St. John’s, Newfoundland and Labrador Resolution March, 2009 Thank you!!

13. Support from Coast to Coast • BC Ministry of Transportation • Commercial Vehicle Safety and Enforcement Branch • Will work with The Jessica Campaign to Ensure the safety of all vulnerable road users

14. European Council Directive “Every vehicle … shall be so constructed and/or equipped as to offer, when a complete entity, effective protection to unprotected road users (pedestrians, cyclists, motorcyclists) against the risk of falling under the sides of the vehicle and being caught under the wheels”.The Council Of The European Communities

15. European Council Directive • Where the forward edge lies in otherwise open space, • continuous vertical member extending over the whole height of the guard; • the outer and forward faces at least 50mm rearward • and be turned 100 mm inwards or rearwards depending on vehicle class • The device may consist of • continuous flat surface, or • one or more horizontal rails, or • combination of surface and rails; • When rails are used • not more than 300 mm apart

16. Continuous flat surface One or more horizontal rails Safe Detail Design

17. 3. Continuous vertical member 4. Outer forward faces 50 mm rearward 5. Turned 100 mm inward Safe Detail Design

18. Insurance • With underguards in place • Less fatalities • Fewer court cases • Fewer insurance claims • Lower premiums

19. Common Sense This truck has been fitted with life saving underguards straight from the factory and although Norway is not part of the EEC. This Norwegian built truck is conforming to the European Standard. It just makes sense!

20. Common Sense This truck has been fitted with life saving underguards and although Portugal Cove – St. Philips is not mandated to do so, this private sector truck truck is conforming to the European Standard. It just makes sense!

21. Adaptability

22. In Canada - Before the 1980’s seatbelts weren’t thought to be necessary! In Canada – Before the 2000’s underguard weren’t thought to be necessary! Lessons from history We see daily how seatbelts save lives! Only through legislation can we protect vulnerable road users and save lives! Council of European Community European Truck Protection ‘89 Jessica Holman-Price MB Aug ’84 – Dec 95 Years ‘75 ‘80 ‘85 ‘90 ‘95 ‘00 ‘05 ‘10 ‘15

23. Transport Canada • Road Safety Vision 2010 • Safe, safer, safest!! • With government, police & private sector • Local issues • Education & enforcement • Through the CCMTA • Research • Identify NEW areas of study & analysis

24. Transport Incidents Killed by Heavy Transport/Bus (2000 - 2004) 2000 2001 2002 2003 2004 Statistics Canada CANSIM Table 102-9540

25. Transport Incidents Vulnerable Road Users Killed in Canada (2000 & 2004) 2000 2001 2002 2003 2004 Statistics Canada CANSIM Table 102-9540

26. Transport Incidents vs Shootings 3x as many people killed by vehicles than by gun!! 3 times as many Canadians are killed walking along our public roads than Canadians shot and killedWhy aren’t traffic fatalities receiving the same public outcry? Homicide (Shooting) 2000 2001 2002 2003 2004 Statistics Canada CANSIM Table 102-9540 152 161 173

27. Killed in Montreal since Christmas 2005 R I P R I P R I P Justin Tony Leduc Claude T y l e r R I P R I P Justine R I P R I P R I P R I P Z a c h Bianca M a t t Stephanie M o l l y R I P J e n n y Anika Annie J o e Jean R I P R I P Daphne J e s s i c a 76 Pedestrian Fatalities

28. Pedestrian Death Toll Rises Snow removal truck kills womanVictim’s brother 10, also injured. 21-year old tried to push boy to safety, fell under vehicle as it turned corner. Two die in weekend sledding, snowmobile accidents! Neighbours shocked as child on bike dies in collision with dump truck. Victim was wheelchair bound Squeegie woman hit, killed by truck Mary Ward(1827 – 31 August 1869) an Irish scientist who was killed when she fell under the wheels of an experimental steam car built by her cousins. As the unfortunate event occurred in 1869, she is thought to be the world’s first MVA victim.

29. MADD Canada Statistics (2005) • Estimated individuals killed in motor vehicle crashes • Estimated incidents which involved impaired drivers 3,226 1,210 • Which leaves more than Routine Traffic Fatalities 2,000

30. Transport Association of Canada “Study on Safe Accommodation of Vulnerable Road Users and Large Commercial Vehicles in Urban Areas” Literature Review (March 2008) quotes… • “Underrun protection devices on trucks have been identified as a potential means of reducing the severity of LCV collisions with pedestrians”LCV - Large Commercial Vehicles • Their implementation have shown a potential for • 20 percent reduction in pedestrian fatalities • greater than 25 percent reduction in injury severity

31. March 13th, 2009 • Government of Canada Endorses Life-Saving Technology for Canadian Vehicles. • Installed by September 1st 2011 • “government recognizes that Electronic Stability Control technology saves lives” • Transport Minister John Baird Europe has been saving lives with sideguards for 20 years!!!

32. Encourage our governments to update the Motor Vehicle Safety Actto include the mandatory use of underguard protections on all heavy equipment that travels our roads and highways. Keep this resolution on your agenda until we achieve the required result! The MNL can: • Insist that your Federal, Provincial and Territorial partners and colleagues ensure that preventable traffic fatalities are obviated through their diligence and enforcement of existing laws and regulations.

33. Lobby our governments to update the Motor Vehicle Safety Act to include the mandatory use of underguard protections on all heavy equipment that travels our roads and highways. Did!! The MNL can: Thank you! • Insist that your National Board of Directors pass the resolution before them on the provision of Truck Side Guard Protection when they vote in Victoria, BC in March 2009. • Vote within the Standing Committee on Municipal Infrastructure and Transportation Policy to make all necessary changes to regulationsin order to update existing vehicles to allow vulnerable road users the protection which already exists in other countries.

34. Work with The Jessica Campaign to increase public awareness of the frequency of seemingly minor infractions which could lead to the death of someone’s child such as Jessica and destruction of families like the families of those to be remembered in Canada on the 18th November, 2009 at the vigil for International Day of Remembrance for Road Traffic Victims But there’s more to do: • Encourage your communities to lead by example by being the first in North America to ensure that all Federal, Provincial, Territorial and Municipal governments put forth their efforts into creating and enforcing any new safety standards which would need apply to ensure the protection of our citizens.

35. Campaign Objectives • Federally • Investigate and implement safety features (underguard protection) to be applied to all heavy vehicles • Provincially • Demand inquiry into traffic policing practices in our cities giving emphasis to pedestrian safety and right-of-way • Inter-Provincially • Encourage Quebec to abolish article 83.57 of the Automobile Insurance Act in cases of serious injury or death • Community • Insist on pedestrian priority crossing signals especially on intersections near schools and playgrounds Help make our streets safer for everyone!