Webinar | Traffic Safety Culture Transformation Framework and School Travel Planning
The City of Lethbridge has undertaken two complementary initiatives to advance traffic safety and foster cultural change in road user behavior. Supported by Transport Canada’s Enhanced Road Safety Transfer Payment Program, the City developed a Traffic Safety Culture Transformation Framework grounded in behavioral theory and informed by surveys and interviews.
This framework identifies cultural factors, such as beliefs, norms, and attitudes that influence high-risk behaviors including speeding, aggressive driving, distracted driving, and impaired driving. In parallel, the city launched a School Travel Planning (STP) initiative across 21 elementary schools, building on two earlier pilot projects. The STP process engaged school staff, parents, students, and regional partners through surveys, walkabouts, and workshops to identify barriers to active travel and co-create solutions.
This presentation will highlight how these initiatives collectively demonstrate the value of embedding cultural transformation and community collaboration into traffic safety strategies. Attendees will learn about the framework’s components and adaptability to diverse municipal contexts, as well as the lessons from meaningful engagement with school communities in shaping action plans. Together, these efforts illustrate how municipalities can build trust, foster ownership, and align local initiatives with broader Vision Zero and Safe System goals. The presentation aims to spark a national conversation on integrating traffic safety culture transformation with practical, community-driven approaches to create safer roads for all.
For any questions about this event, please contact [email protected].
About the presenters
Adam St. Amant, P.Eng., is a transportation engineer with the City of Lethbridge, where he works on transportation planning, engineering, and the design and evaluation of multimodal infrastructure. He has played a key role in various city initiatives, including serving as project manager for the City of Lethbridge’s 2023 Transportation Master Plan, which guides long-term investment in roadway, active transportation, and goods movement networks.
Adam holds a bachelor of engineering in civil engineering from Carleton University and is a licensed professional engineer with Professional Traffic Operations Engineer certification. Before joining the City of Lethbridge, he worked in consulting, gaining experience in transportation engineering and traffic signal design.
Muhammad Qasim is a traffic safety engineer (E.I.T.) with the City of Lethbridge, specializing in data-driven road safety analysis and the Safe System approach. His work focuses on road safety audits, collision analysis, speed management, and network screening to reduce crash frequency and severity.
He brings experience across municipal engineering, consulting, public transit, and rail systems, offering a systems-level perspective on transportation safety. Qasim is a certified road safety professional and an International Road Federation-approved road safety audit team leader.