ELMER THE SAFETY ELEPHANT
This character was copyrighted by the newspaper The Telegram [Toronto]. It helped design the character. The Elmer Safety Campaign was a joint effort between the Toronto Metro Safety Council, Ontario Safety League and the Telegram. In 1947 the campaign’s first year of operation there was a 44% reduction in accidents involving school children. Richard MacFarlane wrote “ … [J Douglas] MacFarlane [City Editor at the Telegram] said the Elmer initiative was one of the most rewarding public services ever under taken by the newspaper”.
Elmer’s Safety Firsts Win Again! Produced for the Toronto Metropolitan Police by Ganes Productions
Ltd. No date.
Canada’s Newspaper Legend: The Story of J. Douglas MacFarlane. Writ., Richard MacFarlane. ECW
Press, 2000: 138.
Elmer The Safety Elephant Brochure, Metropolitian Toronto Police Safety Division.