In 2018, 18 per cent of deaths on West Australian roads were caused by distracted drivers. While recent years have seen a focus on educating people about the dangers of texting behind the wheel, there are still many other everyday behaviours that cause drivers to lose their concentration.
The thought-provoking campaign created by The Brand Agency, set-outs to educate people of these lesser-known, yet equally-lethal distractions.
Road Safety Commission assistant director of communications and engagement, Roger Farley said: “It might only be a second or two, but if you’re changing a song on your playlist, finding your sunnies, or even doing your make-up, you’re not looking at the road ahead. We want to dispel the myth that driving distracted is a harmless behaviour.”
The campaign takes a shift from shock and awe tactics and confronts people more so with a rational message called The Distance of Distraction – dramatically demonstrating what drivers could be missing when they take their eyes off the road for just two seconds.
Marcus Tesoriero, ECD at The Brand Agency added: “I’m proud of our team creating and producing such a powerful way to consider distracted driving. We want people to feel selfish for continuing with their bad habits by giving them a very real measurement of what they’re missing on the road. We want people to stop and truly consider the distance of distraction.”