Know the Distance of Distraction

News story
This road safety campaign shows exactly how much you miss when you take your eyes off the road by using real world props as the unit to measure the distance of distraction.

Research shows that 95% of WA drivers acknowledge the danger of using a mobile phone while driving (source: Kantar Public research, May 2018).

But consider this, regardless of the distraction, if you glance away from the road when driving for just two seconds (at 60km/h), you're effectively driving blind for 33 metres. Even worse, at 100km/h, you miss 55 metres of road.

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.

The Idea
We’ll show exactly how much you miss when you take your eyes off the road by using real world props as the unit to measure the distance of distraction.
Tone of voice: A ‘warning’ tone – dispelling the myth that driving distracted is a harmless behaviour.

The Line
Look away for two seconds while driving at 60km/h and you miss 33m of road…
Look away for two seconds while driving at 100km/h and you miss 55m of road…
Know the distance of distraction.

Television

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Social Media

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About 30 prams in a row showing how many you'd crash into if you take your eyes of the road while driving

 

About 30 fruit stands in a row showing how many you'd crash into if you take your eyes of the road while driving
Page reviewed 23 August 2021