The Story Behind Mississauga's Campaign

Unnecessary vehicle idling is a problem. Canadian motorists idle their vehicles an average of five to 10 minutes per day. A recent study suggests that in the peak of winter, Canadians voluntarily idle their vehicles for a combined total of more than 75 million minutes a day – equivalent to one vehicle idling for 144 years.

All these harmful gases entering the air is another problem. In fact, Health Canada estimates more than 5,000 Canadians die prematurely each year because of air pollution. Not to mention that pollution from greenhouse gas emissions also causes climate change.

In light of this situation, Natural Resources Canada approached the City of Mississauga with an opportunity to educate the community about the need to stop unnecessary vehicle idling.

Natural Resources Canada has developed a web-based tool kit to assist municipalities and community groups across Canada with taking action to curb unnecessary vehicle idling at the local level. The Federal government has asked the City of Mississauga to participate as a test municipality to pilot the new web-based tool kit, test the approaches and materials in the tool kit on a City-wide scale, enhance Mississauga's Local Action Plan for Climate Protection and reduce unnecessary vehicle idling throughout the community.

This pilot project is a year-long campaign to encourage residents to commit to turning off their vehicles when stopped for more than 10 seconds. Natural Resources Canada has provided $150,000 to fund the various components of the project and City of Mississauga staff are implementing the project with the assistance of other community partners including GO Transit, University of Toronto at Mississauga, and Peel school boards.

The campaign includes the following:

1) Baseline Statistics: To gauge the behaviour and opinions of Mississauga residents before the start of the campaign. This pre-campaign research showed that people were idling more often and longer than necessary (see What do Mississauga Residents think about Idling?).

2) Public Awareness: Newspaper advertisements, bus tail and shelter advertisements and radio advertisements. Posters and metal signs posted throughout the City. Web site at 123turnyourkey.com.

3) GO Transit: Media event at Mississauga GO station October 16, 2001. University of Toronto at Mississauga students interacting with drivers in idling vehicles at eight GO Transit stations, handing out Anti-Idling information cards and asking drivers to place a decal on their window to indicate a commitment to stop idling their vehicles while parked.

4) City of Mississauga Workplace: Supplying 5,000 employees with Anti-Idling information cards and car decals. Running an employee contest. Raising awareness through internal communication vehicles including company Intranet and Newsletter. Liaising with fleet managers in Mississauga Transit to explore opportunities to reduce idling.

5) School-based Initiative: Media event at Mississauga elementary school in April 2002. Focus on parents idling vehicles when picking up children after classes. University of Toronto at Mississauga students interacting with drivers in idling vehicles at schools – handing out Anti-Idling information cards and car decals.

6) Other Municipal Hot Spots: University of Toronto at Mississauga students interacting with drivers in idling vehicles at a variety of locations (to be determined) throughout Mississauga and handing out Anti-Idling information cards and car decals.

This campaign will help inform the community about the problems caused by idling and the possible solutions.

The Problems: Idling wastes fuel and sends harmful gases into the air contributing to smog and climate change. Also, contrary to popular belief, unnecessary idling damages vehicle engines.

The Solutions: What can we do to decrease unnecessary vehicle idling? Reduce "warm-up" idling to 30 seconds. Turn your engine off if parked for more than 10 seconds. Avoid using a remote car starter. Spread the word to family and friends. Educating Mississauga residents about these actions will have a positive impact on our community.

Our goal is for people to turn their cars off when parked... so we can all breathe a little easier.