The Abbotsford Police Department (APD) is running a special Valentine's Day campaign for the second consecutive year.
The "Love Them Enough Not to Call" initiative combines distracted driving awareness with the annual day of romance.
Residents are invited to send an email to roadsafety@abbypd.ca, stating that they pledge to avoid using an electronic device while driving.
In return, police staff will call the person's designated Valentine on Feb. 14 and tell them they are loved and that their loved one has committed to safer roads.
MacDonald said APD staff made about 150 calls on Valentine's Day last year, when the campaign was launched.
Those interested in participating are asked to send an email with their name in a pledge – for example, "I, Hector Protector, promise not to use an electronic device while driving" – as well as the name and daytime phone number of their Valentine.
Emails will be accepted until 6 p.m. on Friday, Feb. 13.
The Insurance Corporation of B.C. says that distracted driving was responsible for about one-quarter of car-crash fatalities in the province from 2009 to 2013 – an average of 88 deaths per year.
This makes it the second leading cause of vehicle-related deaths, behind speeding (an average of 105 deaths per year) and narrowly ahead of impaired driving (86), according to ICBC.
The provincial government banned the use of personal electronic devices while driving as of Jan. 1, 2010.