Texting while driving leads to a split-second lack of concentration that could cost you your life.
That is the message from a powerful new advertising campaign by the Road Safety Authority (RSA) which highlights the fatal consequences that can follow a split second spent texting while driving.
According to the RSA distracted driving could be a factor in as many as 20%-30% of all collisions on Irish roads. This means that driver distraction could be a contributory factor in more than 1,400 collisions leading to fatalities and injuries annually.
RSA communications manager Brian Farrell said that put simply mobile phone use in cars is killing people on our roads.
“We know for a fact that making a call while driving will make you four times more likely to crash. However, most people are not aware that you are a staggering 23 times more likely to crash when texting while driving.”
He is hopeful the message from the new advertising campaign will resonate with drivers and help reduce the number of fatalities on Irish roads.
“With our new advertising campaign our message is very clear — when you use your mobile phone behind the wheel, taking your mind and eyes off the road for just a split second can destroy everything forever.”
‘The Anatomy of a Split Second’ is now airing on TV screens and opens with an idyllic family setting where everyday experiences are captured in a split second. However as the viewers’ focus moves across the road, we see two cars driving towards each other. The devastating collision is inevitable and the ad concludes with the viewer seeing the crash through the mobile phone.
The RSA is hopeful the campaign will be a stark reminder to people of the dangers associated with mobile phone use while driving.
“In today’s world, mobile phones demand more and more of our attention. From calls to texting to using the internet, we spend more time than ever with our entire focus devoted to our phones. This can be much worse than rude — behind the wheel it can be lethal.
“We’re asking drivers to realise how their phones take their attention away from the task at hand. And having your full attention is never more important than when you have the lives of other road users in your hands.
“It’s a constant reminder of the critical importance of keeping your mind wholly focused on the road, and, as the ad reminds us: it won’t kill you to put it away.”
This is the second in a series of groundbreaking commercials from Irish International BBDO on behalf of the Road Safety Authority.
It follows the internationally acclaimed ‘Don’t Look Back’ ad launched in July 2015, which was aimed at distracted parents.
© Irish Examiner Ltd. All rights reserved