Richview Collegiate students became the first in Canada this week to sell TaxiMiles cheques available in $5 denominations, and redeemable only for cab fare with a number of major taxi companies.

Students keep half the profits for their school, while raising awareness among teens and parents of the dangers of drinking and driving.

"We liked the idea that TaxiMiles is preventative," said Debra Muchnik, staff advisor for the school's In the Driver's Seat program and a French Immersion-social science teacher. "We all feel teens are going to drink. But we all need to so something to help them make the wise decision not to drive."

GOOD FIT

TaxiMiles is a good fit with In the Driver's Seat, a student-based, school staff supported education and awareness campaign, she said. Its aim: reduce road crashes involving teens.

Richview students embraced TaxiMiles, in part, after the death of area teen Chris Campbell, 16, in October, Muchnik said.

Campbell was killed when he took his dad's Mercedes for a drive and lost control, crashing in to a tree.

"Some of the girls (in the In the Driver's Seat program) said TaxiMiles means you don't have to call your parents at 2 a.m. from a party, or take away someone's keys which could be a difficult situation. This way there's no questions asked. It's a safe alternative," Muchnik said.

Richview parents responded, purchasing the cheques not just for sons and daughters, but also taking them to work, she added.

While Richview is the first high school in Canada to sell the cheques, retired Toronto Police Sgt. Ted Holtzheuser said any interested high school would be offered the same 50 per cent profit-sharing agreement.

The 26-year police veteran with decades of traffic safety experience retired last December and launched his own traffic consulting business, Road Safety Network.

He is an enthusiastic advocate of TaxiMiles.

"For people between 16 and 24 years of age, car keys and Friday and Saturday nights can be a deadly combination. Statistics show 80 per cent of traffic fatalities involving this age group occur on these nights," Holtzheuser said, citing statistics come from insurance firm, AVIVA Canada.

Traffic accidents are the leading cause of death among young adults, according to the Traffic Injury Research Foundation. Research shows there are reasons other than mixing drugs and alcohol with driving, according to TIRF, including their inexperience, and in some case, because they take risks.

The central Etobicoke resident estimates his daughters use approximately $250 a week in TaxiMiles.

"They see the benefit, if dad's not available to drive you somewhere, of calling the local cab company and getting TaxiMiles," he said.

Later this month, Holtzheuser plans to send each guest of his Christmas party a $5 TaxiMile, and gift them with another $5 cheque before they leave for home.

Impaired driving continues to be the leading criminal cause of death in Canada, Holtzheuser said.

The nationwide TaxiMiles program started in Etobicoke, he noted, adding local cab company Kingsboro Taxi was one of the first taxi firms to sign on. TaxiMiles may be purchased by calling 310-TAXI anywhere in Canada.

Callers may request half the profits are donated to Richview Collegiate, he added.

TaxiMiles, a private company headquartered in Toronto, opened in 2003 to provide North Americans with taxi money that can be purchased or earned.