One million people chat and text while driving each day. People feel pressure to remain in constant contact, even when behind the wheel. What drivers do not realize are the dangers posed when they take their eyes off the road and their hands off the wheel, and focus on activities other than driving.
This campaign targets young adult drivers with a focus on texting and driving prevention. Young adults live in a connected world where multitasking is the norm. This manifests in the car where they recognize texting and driving is dangerous, but do it anyway.
The average text takes a driver’s eyes off the road for nearly five seconds. When traveling at 55mph, that’s enough time to cover the length of a football field. The message being conveyed is that texting while driving isn’t multitasking, it’s essentially driving blind.