EDMONTON, AB -- May 26, 2008 --  The Insurance Bureau of Canada has launched the Alberta D.U.M.B Struck Tour to drive home an important message. Eight out of ten car crashes in North America are said to have come from driver distractions.

The award-winning program developed by IBC, features the D.U.M.B. Car (Distractions Undermining Motorist Behaviour), a simulator that tests driver reaction to distractions such as cellphones, CDs, iPods, and eating and drinking.

The IBC has recently trained a team of University of Alberta students to act as ambassadors. The students will travel in a 32-foot trailer, which will carry the D.U.M.B. Car and other safety displays. The students will deliver safety messages to Albertans attending community events and festivals during the coming months.

"It is timely to bring our public education program to Alberta following the government's announcement in support of education, rather than legislation, to convince Albertans that driving while distracted is dangerous and socially unacceptable behaviour," says Jim Rivait, vice-president, Alberta and The North, IBC.

The IBC is the national trade association of the property and casualty insurance industry. Its member companies provide nearly 95 per cent of the private home, car and business insurance sold in Canada.

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