‘Wingman’ ads aim to deter drunk driving
SGI initiative reminds friends, family they can intervene before tragedy occurs
Be A Good Wingman — SGI’s latest ad campaign hopes to drive home the message that friends don’t let impaired friends get behind the wheel.
“This is more than just a name of a campaign,” said Joe Hargrave, minister responsible for SGI. “It’s a call to action.”
A wingman is a pilot who flies outside the formation and provides protection or support.
“When we say, ‘Be A Good Wingman,’ we’re asking people to protect their friends from making bad decisions and support them in making the right ones,” Hargrave said Friday at the campaign launch. When someone is impaired, their judgment is compromised, he said.
“If your friend is impaired and plans to drive home, stop them,” he said. “Offer to call a cab, a safe ride service or a sober friend or relative. Take away their keys and tell them they can stay the night. Whatever you do, don’t let them drive.”
It can be awkward asking someone to hand over their keys, but a real friend steps up, Hargrave said.
“You’re possibly saving the life of your friend or someone else’s life,” he said. “Your friend will eventually sober up and may thank you for keeping him or her out of jail, the hospital or worse.”
Saskatchewan has the highest rate of impaired driving incidents of all Canadian provinces. Impaired driving is the leading cause of fatal traffic collisions in the province.
Preliminary provincial numbers for 2016 show 54 people were killed and 456 were injured in 1,085 crashes involving drugs or alcohol.
“Saskatchewan has an impaired driving problem, and far too many people are killed or injured because of something that is 100 per cent preventable,” Hargrave said.
In partnership with SGI, Victoria’s Tavern put up the Wingman logo on the south side of its building.
“We feel that everyone in our community has a role to play in reducing impaired driving in this province,” said Chantelle Kraushaar, co-general manager of Victoria’s Tavern. “As a responsible establishment, we want to do our part.”
The tavern takes a number of steps to ensure patrons don’t drive drunk. All managers have their Serve It Right certificates and someone with the training is always on shift.
The training includes ways to identify intoxication, handle situations involving minors, discontinue or refuse to sell or serve alcohol, and information about a drinking establishment’s legal responsibilities and liabilities.
There are two versions of the commercial — one shows the deadly impact of drinking and driving, the other illustrates someone being a “wingman.”
“Impaired driving is a complex problem and it will take a number of different approaches to change attitudes and behaviours,” said Andrew Cartmell, SGI president and CEO. “Some people will be more affected by seeing the consequences of not being a good wingman, others will respond to seeing a friend step up and protect his or her buddy.”
Michelle Okere, regional manager of Mothers Against Drunk Driving (MADD) for southern Saskatchewan, said the latest SGI ad campaign really hits home.
“Especially for young people, which I think is very important in our province,” Okere said.
“We really need to change the culture around drinking and driving and encourage people to step up and not be afraid to say, ‘No, you’re not driving home. I’m going to find you an alternative way there.’ ”
Okere is impressed by the Wingman logo on the outside wall of Victoria’s Tavern.
“I don’t think you’d get a better location,” Okere said.
The Wingman campaign launch coincides with August’s Traffic Safety Spotlight on impaired driving.
Throughout the month, police across Saskatchewan will be watching for drivers under the influence of alcohol and drugs.