COMMUNITY
Generational Impact: AMA’s Commitment to Giving Back
As AMA approaches its 100th anniversary, we look back at a legacy of commitment to community.
(Above) AMA centre rooftop beehives buzz with activity; (below) busy volunteers organize donations at the Edmonton Food Bank. | PHOTOS: COURTESY OF AMA
FROM THE VERY BEGINNING, our organization has been deeply committed to safeguarding the well-being of our members. That commitment has always extended far beyond the scope of our products and services — into the heart of our communities, the protection of our environment, and the empowerment of future generations. It’s a passion that shapes our decisions, drives our initiatives and defines who we are.
Our commitment to giving back is anchored around four key priority areas vital to both AMA and Albertans: safe communities, childhood safety, climate good and food security. And our work in this space isn’t new — it’s been a part of our DNA for decades.
SAFE COMMUNITIES
AMA was founded by a group of early automobile owners who banded together to advocate for safer roadways. In fact, in 1927, one of AMA’s first initiatives was providing roadside assistance services — just one year after AMA was formed.
Over the decades, AMA became known for its safety advocacy work, including its highway motorcycle patrol (‘30s), car safety rodeos (‘50s), and seatbelt advocacy campaigns (‘70s and ‘80s).
In the late ‘90s, AMA hosted the province’s first Traffic Safety Summit, and in the early 2000s, launched the AMA Foundation for Traffic Safety (now the AMA Community Foundation) to fund traffic safety research. Today, we continue to advocate for safer traffic laws to ensure the safe mobility of all Albertans.
CHILDHOOD SAFETY
In 1938, AMA moved to help protect the next generation by sponsoring and expanding the province’s School Safety Patrol program: a program initially started in Calgary by a principal at a school in a traffic-heavy area. The need to protect our most vulnerable road users is a commitment that has been core to AMA for more than eight decades, and over that time, the School Safety Patrol program has expanded across the province, teaching young Albertans leadership skills that help keep their fellow students safe at the crosswalk. As today’s mobility landscape becomes increasingly complex, we continue to expand programming solutions to match emerging needs.
“The need to protect our most vulnerable road users is a commitment that has been core to AMA for more than eight decades.”
CLIMATE GOOD
Our commitment to sustainability and protecting our planet started years ago. As early as 1934, the organization acknowledged the need for — and began supporting — conservation efforts happening in the province. By 1972, AMA was running its own initiatives — offering vehicle emissions testing as part of a “Countdown to Clean Air” initiative.
Recognizing the need to do more to protect this beautiful place we all call home, in early 2020, AMA made a commitment to support biodiversity by pledging to rewild 100 hectares (200,000 trees) of naturally biodiverse “forever forests” and launching a pollinator program. In addition to sharing information with members on the importance of pollinators and encouraging them to adopt a bee in one of AMA’s hives, we installed native landscaping at centres across the province. Our work continues with the installation of solar panels on a number of our centres and the expansion of rewilding projects to include community recreational spaces.
FOOD SECURITY
In the early 2000s, we recognized that as a membership family, we had the power to create big change through small acts. We began collecting food donations for food banks around the province during the holiday season — historically a time of great need. After several years of successful food bank collection campaigns, AMA officially launched its Fill Our Fleet program in 2012. This year-round campaign raises money and food donations to help Albertans in need and improve food security in the province. For over a decade now, members have rallied around this campaign, giving generously year after year, and by 2022, Fill Our Fleet had donated over a million dollars to food banks around the province. In 2024, we expanded our programming in this space, launching AMA’s School Garden Studio — a free resource for Alberta teachers that provides access to lesson plans and materials designed to ignite a passion in kids for growing their own food.
“The work the Foundation supports is all about ensuring Alberta’s next generation can thrive.”
AMA COMMUNITY FOUNDATION
Recognizing the need to do more in our communities to empower, inspire and protect the next generation of Albertans, in 2023, we reimagined the Foundation for Traffic Safety as the AMA Community Foundation. The support of the AMA Community Foundation enables us to expand the impact we can have on initiatives related to AMA’s four priority areas. While the Foundation remains committed to AMA initiatives like Fill Our Fleet and traffic safety research, its impact continues to grow. In 2024, the Community Foundation began funding bursaries through AMA’s School Garden Studio, enabling teachers to purchase needed equipment and materials to create hands-on growing opportunities right in the classroom. “Through these School Garden Studio bursaries, we are helping to provide opportunities for young Albertans, giving them direct experience growing their own food and helping them to develop life-long healthy habits,” says Karina Dixon, the executive director of the Foundation. “The work the Foundation supports is all about ensuring Alberta’s next generation can thrive.” AMA