New ad campaign makes distracted drivers think twice

The Ontario government is giving distracted drivers a startling reality check, asking them to "put down the phone."

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This week the province released itsfirst video in a new advertising campaign aimed atstopping distracted driving. In it, a young man checkshis cell phone before drivingthrough an intersection.

• Watch the :15 version of the ad here.

The driver is hit by another vehicleand suddenly transported to a hospital room,where he's confined to a wheelchair. In the longer spot, a nurse asks if he'dlike the see the nice day outside through his window.

The ad is shockingand the ministry saysthat's the point.

"We want to emphasize how dangerous it is to take your eyes off the road even for a moment," saidsenior media officer Bob Nicholswith the Ministry of Transportationin an email.

According to the ministry, deaths caused bydistracted drivingcollisionshave morethandoubledsince2000, making themthe leading cause of death onthe province's roads. Statistics from the Ontario Provincial Police show69 people died last year in collisions where distracted drivingplayed a role.

Someoneis injured in a distracted-driving collision every 30 minutes, according to the government's data, causing oneout ofevery sevendeaths on Ontario's roads.

"It is important to spread the message that using your phone while driving is not OK, and investing in powerful ads and a strong marketing campaign will help us do that," Nichols said.

The adwill be adapted to air on television, radio and social media,playingon television after 8 p.m., inmovie theatres before filmsrated 14Aand above, and before music playlists onSpotify, a music streaming app.

Nichols says they'll also be working to see the "campaign become integrated into beginner drivers education training."

The government hopes theseplatforms will help themtargetyoungdrivers, aged 16 to 24. Their statistics showone-third of drivers involved in distracted driving collisions are 30 or younger.

CBC reporter Mike Crawley asked young people what they thoughtof the ad.

Young people respond to Ontario government's new ad

8 years ago

Duration 0:39

CBC reporter Mike Crawley asked young people what they thought of a new advertisement from the Ontario government showing the consequences of distracted driving.

OntarioMinister of TransportationSteven Del Duca, says the ministry hashad positive feedback to the campaign.

"It sends a profound message that when you're in a vehicle, just put the phone away, put the handheld device away and just focus on the task at hand," he said.

• Distracted driving penalties increase under new Ontario law

The Ministrysays although most drivers feel sending a text while driving is dangerous,49 per cent of drivers still feel obliged to answer a call or text while at the wheel.

To curb that habit, there aretips on the campaign's websiteadvising drivers to turn off notifications before hitting the road or asking a passenger to takecalls andanswer messagesfor them.