Who among us hasn’t at least once reached for the phone while driving, just to “quickly reply to a message”? Do you know that you seriously jeopardize the lives of other traffic participants with that? Research has shown that as many as 91 percent of drivers use their mobile phone while driving, and thus the chance of an accident increases by up to 23 times. This is one of the most dangerous actions we can make while driving, because even a simple reply to a message distracts our attention for at least five seconds – that’s five seconds in a situation where even one-hundredth of a second can mean the difference between life and death.
But apparently we have become so addicted to our smartphones that constant availability has become the imperative of modern life – from our cars we reply to messages, write emails or Google a restaurant which we are driving to.
The problem was highlighted by the company Outdoor akzent with the help of creative agency Señor, who created “Be smart: while you type, don’t drive” campaign, which was supported by the Ministry of Interior of Croatia. Posters throughout Croatia alert drivers that typing during driving turns their smartphone into a smrtphone (smrt = death). It becomes a real weapon that can take someone’s life in a moment of distraction.
“Outdoor billboards along the road are the ideal medium for this message, because they warn drivers of the danger at the site where these life-threatening activities take place, and that is where the effect of such an advertisement is greatest,” says Outdoor akzent’s director Gabriela Klarić.
“With a simple typographical intervention, we’ve shown drivers the kind of danger that hides behind the smartphone – a gadget without which we cannot imagine everyday life, but behind the wheel it can cost us our life. We like these kind of minimalist ideas, which impressively and strongly transmit the message without a lot of talk,” added Vanja Blumenšajn, Señor’s Creative Director.
Some research have shown that using your cell phone while driving is the same as if you have 1 unit of alcohol in your blood. Driving under the influence is socially stigmatized, and this campaign aims to also help raise awareness that typing while driving is equally unacceptable, and that it will remind drivers behind the wheel that they should keep their eyes on the road, not on the screen.
On average, we spend 55 minutes a day typing messages, let’s try to ensure that none of those minutes is behind the wheel. Next time you hear the familiar notification sound, wait until you stop. It certainly isn’t something of life-or-death importance.
