The Rural Road Safety Alliance first started informally as a group of individuals passionate about influencing change in the driving habits of residents and visitors to the Waterloo Region. Armed with a small grant, the team embarked on the first campaign that was grounded in local stats and delivered through social media. Since then, the campaigns have expanded across multiple social media platforms and use video as the primary medium.

Award-winning Collaboration

The RRSA was honoured to receive the Ministry of Transportation’s Road Safety Achievement - Collaboration Award. This award recognizes an awareness program, campaign, or initiative that stands above all others that demonstrates innovation, leadership, and creativity to change driver behaviour. The winning group is the Rural Road Safety Committee with the Farm Equipment Safety campaign.

This unique campaign featured seasonal promotional road safety vignettes to educate motorists and farm equipment operators on sharing the road. The committee worked with local partners and farmers to create social media videos emphasizing safety messaging for the community. The Rural Road Safety Committee also partnered with major employers within the Waterloo region to attract a wide range of audiences.