This December marks the 35th anniversary of the CounterAttack program and ICBC is once again supporting its police partners in the prevention of impaired driving during the holiday season.
Since introducing CounterAttack in 1977, we’ve seen significant reductions in impaired-related crashes, however, drinking and driving is still the leading criminal cause of death and remains one of the leading causes of fatal collisions.
The campaign reminds the public to plan ahead during holiday celebrations and choose a safe way home—call a cab, take transit, or choose a designated driver. We’re promoting this message with two TV ads – a designated driver ad running throughout November and a CounterAttack ad during December.
Police will be conducting roadchecks throughout the province during December. ICBC supports enhanced enforcement, such as CounterAttack, through a funding agreement with the Ministry of Justice.
We want you to enjoy the festive season with family and friends. Here are a few tips to help ensure everyone gets home safely:
- Being a designated driver is a shared responsibility; take your turn to help get your friends home safely.
- Plan your safe ride home before you start drinking. If you’re going to drink, make the smart choice: choose a designated driver before going out.
- Use other safe alternatives to get home safely: call a taxi, take transit, use a shuttle service, or call a sober friend.
