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Answered 2008-05-07 18:28:02

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.

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