Next week will mark the launch of British Columbia’s annual CounterAttack impaired driving campaign – a decades-long partnership between police agencies, ICBC, and the provincial government dedicated to one goal: keeping impaired drivers off our roads during the busiest and most dangerous driving season of the year.
For many British Columbians, the holiday season means family gatherings, office parties, and winter travel. But for police, first responders, and road-safety partners, December represents something else: a month where impaired driving numbers reliably spike, and where enhanced enforcement saves lives. And the data is sobering.
According to BC’s Fight Against Impaired Driving (January 2025), police removed an impaired driver from the road every three hours during December 2024 alone. That means hundreds of potentially life-altering crashes – injuries, fatalities, or traumatic near-misses – were prevented because someone was stopped before tragedy could unfold.
The New Car Dealers Association of BC (NCDA) supports CounterAttack because our members see firsthand the consequences of unsafe driving. Automotive retailers are part of communities in every corner of the province. We hear from customers who’ve lost loved ones, from families forever changed, and from first responders who carry the memory of incidents long after the headlines fade.
We also see the difference that education and enforcement can make. CounterAttack is not just a campaign – it is a proven reminder that choices matter.
There is no safe amount of alcohol or drugs when you’re behind the wheel. There is always an alternative to driving impaired.
As the technology in vehicles becomes more sophisticated – advanced driver assistance systems, collision-avoidance features, lane-departure warnings – there remains no system capable of compensating for impaired judgement. Road safety still depends on people making responsible decisions.
This year, we encourage all British Columbians to plan ahead:
Arrange a ride before you go out.
Use transit, taxis, ride-hailing, or a designated driver.
If you’re hosting, support guests in making safe choices.
And if you suspect someone is about to drive impaired – speak up. You could be saving a life.
The automotive sector is proud to support efforts that make our roads safer for everyone. We commend the RCMP and municipal police departments across BC whose CounterAttack roadblocks begin today and continue throughout the month. Their presence is not only a deterrent – it is a safeguard for every family on the road.
Dec. 1 is the kickoff, but the responsibility belongs to all of us, every day.
Let this season be remembered for celebrations, connection, and safe journeys home—not preventable tragedies.
Drive sober. Drive safe. And from all of us at the New Car Dealers Association of BC, have a safe and joyful holiday season.
Blair Qualey is President and CEO of the New Car Dealers Association of BC. You can email him at [email protected].
