Campaign to combat driver distraction
Drivers reminded to stop multi-tasking and concentrate on driving.
Picking up your mobile to change a song, opening a packet of chips, adjusting navigation settings, chowing down on a burger; these are all safe and normal activities when done in isolation, but if done while driving a car they can be distracting and deadly.
Despite the danger, an RACQ survey* found 64% of drivers said they used a hands-free mobile phone behind the wheel, almost 32% said they used a hand-held phone, 74% said they ate and drank, and nearly 60% viewed or entered GPS settings while driving.
To combat these statistics, RACQ has launched a state-wide campaign which will include social media ads, magazine spreads and billboards provided by Bishopp.
The unique campaign will feature distracting objects people regularly use whilst driving but smashed up to show what they’d look like after a road crash caused by driver distraction.
RACQ Manager Road Safety and Technical Joel Tucker said the message was clear and simple: ‘Stop multi-tasking. Just drive’.
“When drivers see these billboards and messages, we want them to reflect on their driving behaviours and decisions behind the wheel,” Mr Tucker said.
“Last year 23 people died in road crashes involving an inattentive or distracted driver.
“With so much going on in our lives it’s easy to be distracted while driving but getting safely to the destination must be our main objective.
“It’s so important to avoid doing anything that takes your eyes off the road, hands off the wheel or mind off the critical task of driving.”
In print and social media, the campaign will also include images with sentences split by large blank spaces, forcing people to shift their attention from one side of the page or image to the other.
“In order to read these sentences, you must shift your eyes and concentrate hard to read one word at a time, simulating the concept of multi-tasking,” Mr Tucker said.
“This interactive message will make drivers more aware of how impaired their abilities are when they attempt to multi-task or shift their focus rapidly between two things.
“This campaign is designed to be thought-provoking, educational and raise awareness of what distracted driving is and why it’s important to focus solely on driving. Ultimately, we want to change driver behaviour for the better.”
The campaign will run over summer as a timely reminder as many of us hit the road for holidays.
*2022 RACQ Annual Road Safety Survey
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