The Alberta Motorcycle Safety Society (AMSS) was formed by a group of concerned local motorcyclists interested in improving the safety on our roads. We are a non-profit society registered in the Province of Alberta, established in February 2016. Through partnering with the motorcycle industry, municipal/provincial government and the media, the AMSS is quickly becoming instrumental in the promotion of motorcycle safety, education and awareness in Alberta. Our annual campaign focuses on three main criteria:
- Drivers - educate drivers when motorcycles return to the roads, watch for riders, learn where extra attention is needed, the inherent dangers of distracted driving, etc.
- Riders - educate riders on their responsibilities to their environment and community by riding responsibly, obeying traffic rules on the road, being respectful, etc.
- Mechanics & Gear - promoting street legal motorcycles that adhere to the Alberta Traffic Safety Act, promoting proper riding gear as a safety measure to all riders including proper and approved helmets, jackets, boots, pants and gloves.
Alberta is the only province in Canada that does not celebrate motorcycle awareness month in May - we do in July. This means that there is no safety, awareness or education for the first two months that the majority of the riders return to the roads. In 2015 alone that resulted in 208 accidents and six fatalities in Edmonton. Two of those fatalities were caused by left hand turning vehicles who did not see the rider. Further to that, the view on the motorcycle community has taken a turn for the worse with thanks to targeted laws pitting society against those "noisy bikers" even if they aren't. The entire community was painted with the same brush. It has turned into a scary time on Edmonton roads and we would like to change that for the better.
We have created a couple public service announcements (PSA); Left Turn focuses on the impact of a vehicle that turns left in the path of a motorcycle while We Are focuses on the human aspect of who is under that helmet. With the help of Shaw Cable and several Edmonton based media personalities such as Gord Steinke (Global), Daryl McIntyre (CTV), Terry Evans (K97), J'Lyn Nye (CHED), Todd James (K97 & Global), Sean Burke (CFCW) and Shane Michaels (Capital FM), we have been able to create five compelling PSAs at no cost to our group. The We Are PSAs also include a volunteer group of real people from our community who are concerned about the safety on our roads.
When it comes to radio support, Edmonton is fortunate to have many on air personalities who ride further to those we listed above. All stations agreed to have their rider on air personalities create a personalized awareness message that they will run. For the stations that do not have an on air personality who rides, they have agreed to air the generic radio version of our PSA that has been voiced by the amazingly talented Dan Tucek. In fact that is Dan's voice that you will hear on the television version as well.
To help spread awareness for safety on our roads, please share these messages.