safety
Don’t blame Jake
Parents must be responsible
If an adult hands the keys to an adult-sized ATV to someone under the age of 16, who is at fault when something goes wrong? Jo-Anne Farquhar, the director of communications and media affairs for Canadian Off-Highway Vehicle Distributors Council (COHV), said parents must take responsibility for their child’s safety and for ensuring they are riding the proper machine, which is the message behind the Don’t Blame Jake campaign.
Who Is At Fault?: Adults must be responsible for ensuring youngsters ride appropriately sized machines. —photo courtesy COHV
“Like everybody else, we read the news clips and the police reports,” said Farquhar, “and you learn that kids under the age of 16 have taken out their parents’ ATV—either with their knowledge or without their knowledge. You read about the accidents that happen and the tragedies that happen and we felt that, as an industry, it was really important to reinforce the message that anyone under the age of 16 shouldn’t be on an ATV over 90cc because they’re just too big and too powerful for them . . . You can’t blame the kids if you’ve handed them the keys and said, ‘Go ahead and ride my ATV.’ ”
COHV has created a public service announcement—the Don’t Blame Jake ad campaign—that is being televised on sports channels in an attempt to get the message out nationwide. The print ads are eye-catching, with an ATV stuck high in a tree or precariously balanced on a mountain ledge. The TV ads show a young boy, Jake, having to hand over the keys to an oversized ATV to his father after getting it stuck in a pond—and his father in turn having to hand over the keys to the mother for having let Jake ride the ATV in the first place.
Farquhar said COHV is hoping to partner with all of the provincial governments to ensure the message that could save lives is heard all across Canada.
The TV ad and information about ATV safety is available on the COHV website. Visit www.dontblamejake.ca.
Motorcycle key contacts
Grizzly Ridge Honda
Situated at Slave Lake, Alberta, Grizzly Ridge Honda is your premier Honda dealer. Our huge inventory features all the latest and greatest sport, utility and youth ATVs, as well as Honda cruisers/Vtwin, dirt bikes, scooters and street bikes; browse our selection of pre-owned products to find your next nearly-new machine. Our parts and accessories department is equipped with the latest equipment and dress-up items on the market.
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Your Honda headquarters
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North Battleford
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Buy and Sell What Moves You
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