National Safe Roads Challenge: Strategies to Improve Driver Behaviours & Tailor Safety Interventions
TIRF webinar: December 10, 2025 12-1pm EST
Join the Traffic Injury Research Foundation (TIRF) for a presentation on the results of the National Safe Roads Challenge, funded by Transport Canada’s Enhanced Road Safety Transfer Payment Program (ERSTPP). This groundbreaking project tested how gamification and incentives to encourage safe driving, delivered through the Safe Roads Challenge mobile app, can improve driver behaviour. It also explores how the collected driver risk data can better support road safety management with an emphasis on preventative and proactive solutions.
This project demonstrated how technology can move road safety from reactive measures to proactive prevention using the Great Canadian Driving Games competition that combines advanced analytics, machine learning and Safety Performance Functions. This webinar shares key findings and shows how real-time driver risk data can help jurisdictions identify high-risk areas and evaluate interventions faster and more effectively. More information about the project is available on TIRF’s project page: https://tirf.ca/projects/national-safe-roads-challenge-research/
Speakers:
Craig Lyon, Director, Road Safety Engineering, Traffic Injury Research Foundation
Craig Lyon is the Director of Road Safety Engineering at the Traffic Injury Research Foundation. He has a Masters of Applied Science degree from the University of Toronto and a Bachelors of Engineering degree from Toronto Metropolitan University (previously Ryerson). Craig has over 25 years of experience in transportation engineering with a focus on the quantitative analysis of road safety, including the development and evaluation of road safety improvement programs; investigating the safety effects of planning and design decisions; before-after crash investigation studies; and the investigation of vehicle-pedestrian crashes.
Bill Bland, CEO, Medidas Digital
Bill Bland is the CEO of Medidas Digital and the founder of the Safe Roads Challenge program. Bill has developed several driver-related technologies and has worked with major healthcare systems, governments and leading driver education associations in assessing and improving driver safety. He currently sits on the research committee for the American Driver and Traffic Safety Education Association, is a Knowledge Partner for the Association of Transportation Safety Information Professionals and has presented at the National Distracted Driving Coalition technology forum in Washington, DC.
The webinar is hosted on Teams
About TIRF Canada:
The vision of the Traffic Injury Research Foundation (TIRF) is to ensure people using roads make it home safely every day by eliminating road deaths, serious injuries and their social costs. TIRF’s mission is to be the knowledge source for safe road users and a world leader in research, program and policy development, evaluation, and knowledge transfer. TIRF is a registered charity and depends on grants, awards, and donations to provide services for the public. Visit www.tirf.ca or find all TIRF websites, blog and social media at linktr.ee/tirfcanada.
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For more information, contact:
Karen Bowman
Director, Communications & Programs
Traffic Injury Research Foundation
613 238-5235 (office) | 1 877 238-5235 (toll-free) | karenb@tirf.ca
