How one sign industry leader is improving road safety.

February 9, 2017 3M Canada

road signs

Canada’s largest road sign manufacturer is urging Canadians to invest in better traffic signs for public safety.

Despite major advancements in traffic safety, road traffic continues to be a leading cause of death in Canada. The World Health Organization projects that, by 2030, road traffic will be the fifth largest cause of fatalities–surpassing both AIDS and tuberculosis.1

That’s why Alberta Traffic Supply (ATS), one of the country’s most prominent and long-standing traffic safety authorities, is hoping to start a conversation about road safety in Canada.

Taking action for traffic sign safety

With more than 300 employees, ATS is Canada’s largest traffic sign manufacturer and traffic control product specialist. Over their 50-year history they have helped drive dramatic improvement in traffic safety sign technology and practices.

“We are passionate about making Canada’s roads as safe as possible for vulnerable users,” says Jeff Calibaba, Chief Operation Officer of ATS Traffic. Most recently, the company has been focused on the Vision Zero movement.

“Science supports better signage: A distinct correlation exists between sign brightness and a driver’s ability to comprehend the sign’s message. Comprehension directly relates to reaction time, which can mean the difference between safely navigating a certain roadway environment or being in an accident. One study found that where brighter, more visible signs were installed, crash numbers fell by 25 to 46 percent over three to six year period.”

Road sign creation

Vision Zero in an international effort to reduce serious traffic-related injuries and fatalities to zero.  To help lead the conversation in Canada, ATS has partnered with Vision Zero Canada to create Vision Zero–certified products, initiatives, and an advocate program – an initiative to speed up the adoption of Vision Zero in communities across the country. The strategy: create strong policies backed by premium products Canadians can count on to get home safely.

Improving road safety through premium products

For ATS, exceptional quality is critical to creating brighter, more visible signs. That is why, since the company’s inception, they have relied on 3M™ Reflective Sheeting products. Today, they use 3M reflective sheeting products in every single sign they manufacture.

3M™ Diamond Grade™ Reflective Sheeting, for example, is made with “full cube” technology that helps traffic signs return almost 60 percent of available light – nearly double that of traditional prismatics. On the road, this can mean the difference between safely navigating certain roadway conditions or the possibility of a collision.

“A partnership with 3M ensures that ATS can set the pace in traffic and safety, and fulfill our mission of getting people home safely and on time every day,” Calibaba says.

Learn more.

This March, ATS is hosting the inaugural Vision Zero Advocate Conference. The conference will bring together leading traffic and safety experts, government representatives, and public health officials to help enable communities to drive the Vision Zero movement on their own streets.

For more information on the conference, including registration, sponsorship, and exhibition opportunities, please visit the Vision Zero Advocate Conference website.

To learn more about 3M™ Reflective Sheeting for traffic signs, please fill in the form below:



*3M Data on file

1.  Vision Zero. Traffic related fatalities are one of the leading causes of death. 2016


About the Author

3M Canada

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