Motorists travelling this long holiday weekend are being reminded to drive safe.
Ontario Provincial Police (OPP) have launched 'Operation Impact' targeting impaired drivers, speeders, distracted drivers and reminding everyone to buckle up.
Police said so far this year, 296 people have been killed on OPP patrolled roads.
"The vast majority of the road incidents that have tragically ended the lives of drivers, passengers, pedestrians and other road users were preventable and attributed to poor and careless actions and behaviours," read an OPP news release.
OPP said deaths linked to driver inattention are up by 40 per cent compared to the same timeframe last year, and motorcycle fatalities are up by 41 per cent.
The traffic safety initiative, led by the Canadian Association of Chiefs of Police, continues through Thanksgiving Monday.