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The Elmer Story
 
| Elmer the Safety Elephant is one of Canada's best known and loved symbols of safety. To thousands of children, Elmer is a constant reminder of the importance of being careful in traffic. |
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The Elmer Program
The Elmer Traffic Safety Program was developed in 1947 by Toronto Police Inspector Vern Page in response to community concerns over the increasing number of collisions involving children. Originally sponsored by the Toronto Telegram newspaper, Elmer became an immediate success. During the program's first year, traffic mishaps among Toronto school children dropped 44 per cent while motor vehicle registration in that city increased by more than 10 per cent. The Safety Elephant's fame grew. Other Ontario communities asked for the program. Demand became so strong that the Telegram, owner of the copyright, authorized the Ontario Safety League to administer the program in Ontario outside Toronto. Elmer's following grew by leaps and bounds to encompass schools throughout that province, and results as successful as those in Toronto were reported at once.
In 1961, with requests for Elmer pouring in from other provinces, the Canadian Highway Safety Council was asked to assume administration of the program on a national level. In 1968 that Council amalgamated with two other national safety organizations to become the Canada Safety Council. When the Telegram ceased publication in 1971, the Canada Safety Council negotiated the transfer of all rights to the program. The Canada Safety Council currently holds the trademark and copyright for Elmer the Safety Elephant.
Elmer's Safety Rules
Elmer's original six safety rules were based on a study by safety authorities of collisions involving children five to nine years of age. The study showed that the vast majority of mishaps were caused by six specific hazards. It also revealed that running was usually a contributing factor. Lack of knowledge of safety rules was not the only reason for these incidents. Momentary excitement could make the child forget to be careful. These study results have been corroborated time and again by many researchers around the world. A seat belt rule was added in the mid-seventies, when Ontario became the first province in Canada to mandate their use.
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