Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Operation Lifesaver 2012 Annual Report


Published on

Published in: Business, Education
  • Be the first to comment

  • Be the first to like this

Operation Lifesaver 2012 Annual Report

  1. 1. Annual Report 2012
  2. 2. As National Director for Operation Lifesaver, I recognize how important and difficult it is to educate the public about rail safety in a world full of competing messages. The success of our mission to prevent deaths and injuries due to railway crossing and trespassing incidents hinges on our ability to effectively inform the public of the dangers. But we don’t act alone. Public-rail safety is a shared responsibility. This 2012 Annual Report reveals the ways in which we have been working hard to keep our message relevant and at the forefront of the public consciousness. On these pages you will read about the expansion of our successful Train to Drive computer-based training program, the presentation of the awards for our pilot Off the Rails Contest, and a new web-based version of our database that more effectively puts statistics and materials into the hands of our stakeholders. Year after year we assess and adapt our messages and communication strategies to ensurethatweutilizenewmediato its fullest capability. I am pleased that our efforts were recognized with both a Gold award and an Honourable Mention at the 2012 International Safety Media Awards. It’s also important to highlight the tireless efforts of everyone involved in making public-rail safety a reality. Our provincial committees stepped up their activities in 2012 to spread our rail safety message as far as possible. Our volunteers are the heart of our organization and we wanted to formally recognize their dedication and commitment. To that end we created the OL Long-Term Service Award. Its first recipients are acknowledged in this report. I also want to thank our parent, the Railway Association of Canada, our partner, Transport Canada, our Advisory Committee, and the OL Program Review Committee for their contributions toward making Canada’s railway properties safer. We welcome your feedback and ideas on how to expand the reach of our message. Public-Rail safety is achievable if we recognize our shared responsibility in achieving our goal. Make safety your priority. DIRECTOR’S WELCOME Daniel (Dan) Di Tota National Director LOOK, LISTEN & LIVE
  4. 4. - 2 - ANNUAL REPORT 2012 | OPERATION LIFESAVER MISSION & PURPOSE Every year in Canada, approximately 300 collisions and trespassing incidents occur at highway-railway crossings and along railway tracks, resulting in the death or serious injury of nearly 130 people. Virtually all of these incidents could be avoided. Operation Lifesaver is an international, not-for-profit education and awareness program dedicated to ending preventable collisions, fatalities and injuries at highway-railway crossings and on railway rights-of-way through education and in support of enforcement and engineering principles. Our mandate is to eliminate the loss of life, injury and damage caused by preventable highway-railway crossing collisions and train/pedestrian incidents. We make over 500 presentations per year and work with the rail industry, government, police, unions, the media, community organizations and the public to spread the word. Our statistics show Operation Lifesaver education works. Over the past 30 years, we have helped reduce crossing collisions by 78% and trespassing incidents by 54%. GOALS SET IN 2011 THAT WERE MET IN 2012 At the end of our 2011 Annual Report, we shared the goals we wanted to achieve in 2012. Below are some of the tasks that we are proud to have completed in the past year. • A new, web-based version of the Database of Lifesaver Information (DOLI) was launched in August 2012. This database houses details about Operation Lifesaver associates, presenters, presentations, activities held by OL and our partners, and materials distributed. The new, more user-friendly program will be a powerful tool for our stakeholders and will allow users to view and print a variety of reports on collected OL information. • Operation Lifesaver was pleased to support the fourth annual International Level Crossing Awareness Day (ILCAD) on June 7, 2012. To promote the event, we issued press releases to garner media attention for rail safety. OL and our partners will support the next ILCAD event on May 7, 2013. Read more about ILCAD 2013 on page 12. • With the help of our advisory committee, we have been diligently working on a five-year strategic plan. Beginning in 2012, the principles contained in this important document establish our focus and direction through to 2017. The plan will be finalized in 2013. • We have been working toward stronger representation through our provincial committees. Two new OL Coordinators were hired in 2012: Michael Melanson in the Atlantic region and David Boggiss in the Western region. Both positions commence on January 1, 2013. Their role will be to provide mentorship, offer training sessions, and take a leadership role in promoting the OL program in their regions.
  5. 5. Revenues 2012 2011 Members’ Assessments $315,228 $320,406 Transport Canada $300,000 $300,000 Other Income $400 $200 Totals $615,628 $620,606 Expenditures 2012 2011 Coordinators’ Meetings $11,310 $7,468 Film & Duplicating $1,140 $4,069 Grants & Donations (including Provincial Safety Leagues) $33,562 $27,996 Office and Miscellaneous $28,404 $74,439 Publicity Printing and Supplies $87,658 $41,181 Salaries, Benefits & Contracted Services $412,142 $416,272 Travel $41,412 $44,221 Totals $615,628 $615,646 - 3 - ANNUAL REPORT 2012 | OPERATION LIFESAVER FINANCIAL STATEMENTS AS AT DECEMBER 31, 2012 UNAUDITED LEFT: Mike Melanson retirement. CENTRE: Honourable Mention for Ultra Short Video at the 2012 International Safety Media Awards. See page 8 for more details. LEFT: New Brunswick Crossing Blitz; CENTRE: Nova Scotia Mock Simulation.
  6. 6. RESULTS ACCIDENTS (January 1 to December 31) Up 90% over the previous year, Operation Lifesaver benefited from 307 total active volunteers across Canada in 2012. TOTAL ACTIVE VOLUNTEERS (January 1 to December 31, 2012) Alberta (6) Saskatchewan (5) Ontario (148) Nova Scotia (8) Newfoundland & Labrador (23) Quebec (63) New Brunswick (19) British Columbia (18) Manitoba (17) 0 85 170 255 340 425 510 595 680 765 850 177 105 86 112 79 83 70 81 67 71 826 606 386 365 262 270 186 180 170 187 1980 1985 1990 1995 2000 2005 2009 2010 2011 2012 Trespassing Crossing (Source:TransportationSafetyBoardofCanada) - 4 - ANNUAL REPORT 2012 | OPERATION LIFESAVER
  7. 7. TOTAL PRESENTATIONS AND ACTIVITIES (January 1 to December 31, 2012) WEB AND SOCIAL MEDIA OUTREACH (January 1 to December 31, 2012) Website Unique visitors Page views Operation Lifesaver (EN) 17,856 86,452 Opération Gareautrain (FR) 2,157 9,126 OLKids (EN) 1,326 13,999 OG Jeunes (FR) 770 9,302 Off The Rails (EN) 3,458 71,785 Hors La Voie (FR) 524 5,559 Train to Drive (EN) 9,802 N/A 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2005 2006 2007 2008 2009 2010 2011 2012 Presentation Activity 1,463 1,643 1,533 1,446 1,568 596 538 323 667 693 316 371 1,381 561 110 226 , , , , Incoming Messages 4,664 Sent Messages 1,849 New Twitter Followers 355 New Facebook Fans 231 5,638 INTERACTIONS BY 3,310 UNIQUE USERS 1,135,015 IMPRESSIONS - 5 - ANNUAL REPORT 2012 | OPERATION LIFESAVER
  8. 8. - 6 - ANNUAL REPORT 2012 | OPERATION LIFESAVER EVENTS To achieve our mission of preventing railway-related deaths and injuries, our partners, volunteers and provincial committees work hard to spread our rail safety message at public events, schools and high-risk locations across Canada. These are just a few of the many ways we worked to educate Canadians about rail safety in 2012: ANNUAL GENERAL MEETING January 17 - 19, 2012 Ottawa, Ontario The Operation Lifesaver AGM is an opportunity for members of the Advisory Committee, the Program Review Committee and representatives from active provincial committees to exchange ideas and discuss new initiatives and key priorities for the coming year. At the AGM, new alliances are created, new methods of reaching out to our audience are developed and the theme for Public-Rail Safety Week is determined. The AGM was previously held in the fall, but was moved to January to better accommodate planning for the New Year. ONTARIO OPERATION LIFESAVER PROVINCIAL COMMITTEE RE-ESTABLISHED January 2012 Toronto, Ontario The Ontario Provincial Committee was re-established in January of 2012 with representatives from GO Transit, CN Police, Teamsters Canada Rail Conference, Ontario Ministry of Transportation, VIA Rail, Transport Canada, CP Police, Bombardier, Goderich Exeter Railway Company and the Ontario Provincial Police. During Public-Rail Safety Week, committee members were present at more than 20 school presentations, open houses, festivals and other events across Ontario and had a week-long display at Union Station. In 2012, the committee began development of a teacher’s guide and workbook to present the OL message to aboriginal children in rural areas where presenters are not available. PUBLIC-RAIL SAFETY WEEK April 30 - May 6, 2012 Canada-wide Operation Lifesaver provincial committees, community partners, and volunteers held more than 350 activities in nine provinces to engage the public with a strong rail-safety message during Public-Rail Safety Week. Events and initiatives included: school presentations, public awareness campaigns at train stations, traffic enforcement blitzes at high-risk locations, crossing and trespassing blitzes, distribution of pamphlets to professional truck drivers and commuters, and the presentation of awards for the first Operation Lifesaver Off the Rails Contest. We also took the week’s message to social media for the first time, with great success on both Facebook and Twitter. PLAY ON! HOCKEYNIGHTINCANADA4-ON-4STREETHOCKEYTOURNAMENT May 12 - 13, 2012 Winnipeg, Manitoba Play On! is the official Canadian Street Hockey Tournament and Canada’s Largest Sports Festival with hundreds of teams and thousands of participants of all ages. The Manitoba Provincial Committee partnered with CN, a major sponsor for the event, at a hardest-shot booth. A CN Police radar gun recorded puck speed and participants competed against each other in age categories for prizes. The booth provided an opportunity to relay public-rail safety messages and distribute OL safety materials.
  9. 9. - 7 - ANNUAL REPORT 2012 | OPERATION LIFESAVER INTERNATIONAL LEVEL CROSSING AWARENESS DAY June 7, 2012 Canada-wide Operation Lifesaver was pleased to support the fifth annual International Level Crossing Awareness Day (ILCAD) on June 7, 2012. ILCAD is an international public-rail safety awareness program jointly organized by the rail and road sectors in more than 45 countries worldwide. It focuses on educational measures and the promotion of safe behavior at and around level crossings. Operation Lifesaver promoted the program on our website and issued national press releases to garner media attention for public-rail safety. TROIS-RIVIÈRES PORT 130TH ANNIVERSARY September 9, 2012 Trois-Rivières Port, Quebec More than 3200 people attended this open door event and participated in fun and educational public activities. The Quebec Provincial Committee had a prime location to promote its rail safety message: next to a freight locomotive brought on site by Chemins de Fer Québec-Gatineau. OL presenters promoted rail safety around tracks and railway properties to visitors at the event. SYDNEY COAL RAILWAY “OPERATION NO WHISTLE” MOCK SIMULATION September 26, 2012 New Waterford, Nova Scotia “Operation No Whistle” is a semi-annual event held at the railroad crossing next to Breton Education Center, a grade 7-12 school. Two mock crossing simulations presented by Sydney Coal Railway and the Nova Scotia Provincial Committee helped bring awareness to the safety issue of trespassing and the dangers of not obeying railroad-crossing signals for students and members of the community. Emergency response officials, including Transport Canada, the Cape Breton Regional Police, Emergency Health Services and the New Waterford Volunteer Fire Department participated in the exercise. Real- time updates of the event were shared via Facebook and Twitter. CROSSING BLITZES October - November 2012 Various Locations, New Brunswick The New Brunswick Provincial Committee, in conjunction with the Saint John Police Force and the RCMP, conducted a series of crossing blitzes across the province to promote the Operation Lifesaver message. OL materials were distributed to between 100-300 cars during each one-hour blitz. BEGINNING DRIVER TRAINING Year-round Province-wide, Newfoundland and Labrador The Newfoundland and Labrador Provincial Committee ensured that rail crossing safety was part of the beginning driver program of Safety Services Newfoundland through support and promotion of Operation Lifesaver Train to Drive online training sessions to new driving students. CLOCKWISE FROM TOP LEFT: Trois-Rivières Port 130th Anniversary; Students and Vice-Principal of J.R. Smallwood Middle School (Newfoundland), display winning Operation Lifesaver posters; Play On! Hockey Night in Canada 4-on-4 Street Hockey Tournament; Rail Safety Week information display (Ontario).
  10. 10. - 8 - ANNUAL REPORT 2012 | OPERATION LIFESAVER PROMOTION In an increasingly noisy world, delivering our public-rail safety message to Canadians requires a variety of strategies: dedicated volunteers who help spread the message near and far; new media techniques that meet the public where they hang out online; and unique ways of engaging kids that help them to understand and share our important message. Here’s how we used these methods in 2012 to ensure that our important message breaks through the noise: PUBLIC-RAIL SAFETY WEEK 2012 During Public-Rail Safety Week, we launched a series of seven new trespassing prevention posters with the theme “These Tracks are for Trains”. The posters highlight the dangers of wearing ear buds, walking, playing, cross-country skiing, and riding ATVs, motorbikes and snowmobiles on or near rail property. We received many positive comments about the posters and are very pleased with the new format. OFF THE RAILS CONTEST PRIZES Prizes for the winning entries in our first Off the Rails Contest were awarded during 2012’s Public-Rail Safety Week. Ten winning teams in four categories were awarded a total of $11,000. Given the success of the pilot contest, we plan to launch a second Off the Rails contest in 2013. 2012 INTERNATIONAL SAFETY MEDIA AWARDS Operation Lifesaver won Gold in the New Media category at the 2012 International Safety Media Awards for the rail safety kids’ website, The awards were announced on October 4 in Wellington, New Zealand at Safety 2012, the 11th World Conference on Injury Prevention and Safety Promotion. Operation Lifesaver also received an Honourable Mention in the Ultra Short Video category for our YouTube video depicting the deadly consequences of taking a shortcut across railway property. LEFT: National Director, Dan Di Tota presenting OLI President, Helen Sramek, with the OL Long-Term Service Award. RIGHT: Gold New Media Award, 2012. OPERATION LIFESAVER LONG-TERM SERVICE AWARD Last year we created the Operation Lifesaver Long-Term Service Award to recognize the commitment of our dedicated volunteers. The award acknowledges a long-term commitment to rail safety by individuals retiring after many years of dedicated service to the OL program. Operation Lifesaver Canada commissioned esteemed Quebec naturalist artist Jean- Pierre Vallée to create a painting depicting OL’s dedicated partners and volunteers hard at work sharing our lifesaving rail safety message. Vallée also designed Operation Lifesaver’s Roger Cyr Award in 2008. In November 2012, National Director Dan Di Tota presented the OL Long- Term ServiceAward to two individuals for their dedication to promoting public-rail safety. Mike Melanson, OL master trainer, received the award on November 12 in St. John, New Brunswick. Operation Lifesaver Canada also presented a Long-Term Service Award to outgoing Operation Lifesaver Inc. (U.S.) president Helen Sramek.
  11. 11. - 9 - ANNUAL REPORT 2012 | OPERATION LIFESAVER THE THREE E’S: EDUCATION, ENFORCEMENT & ENGINEERING Public-rail safety is a shared responsibility between the rail industry, railway law enforcement agencies, public-private partnerships like Operation Lifesaver and individuals. That’s why we talk about the “Three E’s”: Education, Enforcement, and Engineering. Here’s a quick recap of what each of these areas of focus entail:  EDUCATION At Operation Lifesaver our main focus is on education. Our volunteers share our lifesaving message in classrooms, with citizen groups and with professional drivers. We complement these efforts by offering a number of free audience-specific downloadable materials on our website. Of course the public also shares in this public-rail safety responsibility. So in our increasingly digital world, we’ve taken our message where the people are – social media. We’re having public-rail safety conversations with Canadians on a daily basis and encourage you to join in: on Facebook: and on Twitter: @oplifesaver. ENFORCEMENT Unfortunately, education doesn’t always change human behaviour. That’s where enforcement comes in. Simply put, if a citizen is on railway property, they are trespassing and it’s a big safety problem. It’s akin to a member of the public walking down Toronto’s busy Highway 401 or down an airport runway. These places are not designed for, nor are they safe for, pedestrians. Both CN and CP have railway police forces. Their officers are fully qualified and certified in the same way that municipal police officers are. While enforcement is a last resort—we’d prefer that people choose rail-safe behaviours—it is a necessary intervention when neither common sense nor engineering manage to keep people off rail property. It’s a role that the officers take seriously. “Job one is public safety—that’s really what we care about,” says Ivan McClelland, Chief of the CP Police Service. “Every trespass onto railway property or irresponsible action at a crossing is dangerous. Anytime is train time. You just don’t know when the trains are going to be coming.” Enforcement and education often go hand-in-hand. Railway police officers not only enforce the laws; education is often a large component of their role as well. “There are two ways to change attitudes and behaviors,” says Stephen Covey, Chief of Police for CN Rail. “The first is through enforcement and the second is through education. For me, it’s logical for us to use the majority of our police resources for the enforcement side. However, because I believe that education is an effective tool, I am dedicating a portion of my police resources to get out and do the education side of things.” ENGINEERING Operation Lifesaver promotes research aimed at ensuring the highest possible levels of safety on railway property. Engineering and technology play critical roles in helping to reduce the number of collisions at level crossings and on railway rights-of-way. We encourage ongoing evaluation of administrative processes to ensure that needed improvements occur as quickly as possible. As technology continues to advance, it is our hope that new innovations will assist with our goal of preventing railway-related deaths and injuries. For over 30 years, operation lifesaver and its partners have been using the Three E’s to steadily reduce the number of railway related deaths and incidents with great success.
  13. 13. - 11 - ANNUAL REPORT 2012 | OPERATION LIFESAVER Public Rail Safety. Join the Conversation. Public Rail Safety.
  14. 14. - 12 - ANNUAL REPORT 2012 | OPERATION LIFESAVER FUTURE WHAT’S AHEAD IN 2013? In 2012, Operation Lifesaver implemented new initiatives that will strengthen our focus and help to spread our important message even further. We are excited to continue the momentum this year with these new goals for 2013: • After the successful launch of the Train to Drive (www. website in 2009, we recognized the need to expand its reach to include components for professional drivers (motor coach and transit, truck and school bus drivers). Train to Drive V. 2.0 will be released in early 2013 with these new components and an updated newly-licensed drivers section. • Operation Lifesaver will be promoting a strong message during Public-Rail Safety Week 2013 from April 29 – May 5. The theme “A Shared Responsibility” recognizes that everyone, from individuals to government and the rail industry, is responsible for rail safety. We will use this opportunity to create early awareness for our second Off the Rails Contest to be launched at the start of the 2013/2014 school year. • Alongwithourpartners,welookforwardtosupportingandpromoting the fifth annual International Level Crossing Awareness Day (ILCAD) on May 7, 2013. More than 40 countries around the world, including Canada, were engaged in ILCAD 2012. For 2013, the date has been moved to May to coincide with the second annual Global UN Road Safety Week (May 6-12, 2013) which aims to raise awareness about road safety issues with particular attention paid to pedestrian safety. Operation Lifesaver will promote ILCAD 2013 via press releases and social media campaigns to increase awareness about rail safety. • In 2013, we will be working to create stronger Canada-wide representation for Operation Lifesaver via our provincial committees. The Prairie region is currently without leadership due to the departure of Prairie Coordinator Claude Beaudry. In 2013, we will be looking to fill this vacant position as well as increase promotion of the OL program in Saskatchewan, Alberta and British Columbia. • Operation Lifesaver has a variety of tip sheets available to remind the public about rail safety issues. This year, we will release a new tip sheet on being safe around trains. Its focus will be reminding people that railway property is private property, encroachment is illegal, and that it is a dangerous place to be. It will also stress that rail safety is a shared responsibility.
  16. 16. - 14 - ANNUAL REPORT 2012 | OPERATION LIFESAVER Transport Canada Transports Canada ADVISORY COMMITTEE Luc Bourdon Director General, Rail Safety Transport Canada Ottawa, ON Stephen Covey Chief of Police Canadian National Railway Montréal, QC Paul Goyette Director, Public Affairs The Railway Association of Canada Ottawa, ON Robert Gray Senior Manager, Health, Safety & Emergency Preparedness VIA Rail Canada Montréal, QC Bill Grodzinski Director General, Safety & Security GO Transit, A Division of METROLINX Toronto, ON Mike Lowenger Vice-President, Operations & Regulatory Affairs The Railway Association of Canada Ottawa, ON Rachel Lui Manager Program Design & Integration Transport Canada Ottawa, ON Raynald Marchand General Manager, Programs Canada Safety Council Ottawa, ON Ivan McClelland Chief of Police CP Police Service Calgary, AB Rob Smith Chairman, Ontario Provincial Legislative Teamsters Canada Rail Conference Perth, ON Dave Springer Regional Traffic & Marine Manager Ontario Provincial Police Smith Falls, ON Jean Tierney Senior Director, Safety, Security & Risk Management VIA Rail Canada Montréal, QC