The City of Pembroke is rolling out a new road safety awareness campaign aimed at curbing distracted driving and reducing the risk of serious collisions on local streets.
The initiative, called the “STOP TEXTING” magnet campaign, will see high-visibility magnets distributed across the community as a reminder to drivers to keep their phones out of reach while behind the wheel.
Distracted driving remains a leading cause of serious injuries and fatalities on Ontario roads. Ontario Provincial Police data show distracted or inattentive driving infractions in eastern Ontario rose by nearly 60 per cent in 2025 compared with the previous year. Provincewide, 57 people were killed in collisions on OPP-patrolled roads where distracted driving was a contributing factor.
Pembroke Fire Chief Scott Selle is spearheading the initiative, and he says the timing is right for such a campaign.
The magnets are designed to be placed on vehicles, offering a constant visual cue to focus on the road. City officials say the campaign is intended to support ongoing OPP enforcement and education efforts, while reinforcing that distracted driving poses risks comparable to impaired or aggressive driving.
The message is simple, says Selle, as is the practice of leaving the phone aside when driving. However, statistics show that, by and large, drivers are still picking it up while on the road.
The campaign is a joint effort involving the City of Pembroke, the Upper Ottawa Valley OPP, the Pembroke UOV OPP Detachment Board and the Pembroke Fire Department.
Residents will be able to pick up “STOP TEXTING” magnets at city facilities, the UOV OPP Pembroke detachment, the Pembroke Fire Hall and at various community events in the months ahead. Selle says magnets have also been delivered to all area high schools as a way of getting the message out just as students begin to hit the roads as drivers themselves.
Pembroke Mayor Ron Gervais adds: “If this simple reminder prevents even one family from experiencing loss, then it is worth the effort. We all have a responsibility to keep our roads safe.”
(Written By Richard Evans)