Victoria's Transport Accident Commission has unveiled a campaign targeted at driver distraction. It equates taking your eyes off the road for two seconds to driving blind for 27 metres.
The campaign, created by Grey Melbourne, is designed to reduce the number of distracted road users who busy themselves with devices such as mobile phones, GPS systems and music players. Drivers aren't the only ones being targeted by the campaign, pedestrians are also included.
It coincides with a raft of other initiatives the state government has rolled out including tougher penalties, stricter conditions around phone use and the development of a road safety app.
Victorian Premier Ted Baillieu said: “Victoria has led the world with our campaigns on drink-driving, drugs and speeding, but little has been done to educate drivers on the dangers of being distracted while driving.
“Phone calls, text messages, music and GPS devices combine to make it more challenging to concentrate behind the wheel. It's important all road users understand how quickly inattention can end in disaster.”
Grey Melbourne creative director Nigel Dawson said: "Drivers think phones and other digital devices are harmless. They needed a jolt - so we gave them one! The "driving blind" idea is a compelling one."
The campaign will run across TV (with separate versions for metro and regional markets), out-of-home, radio, digital and print.
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