22 June 2011
BMW in the US has released a new campaign to raise awareness of driving while distracted – namely using your mobile phone to text when behind the wheel.
The “DON’T TXT & DRIVE,” advertisements target families, particularly zeroing in on mothers with the theme based around the absurdity of how we go to great extremes in keeping the children safe in the car (think baby cars seats, harnesses and car safety features), only to blow it all by answering our phone, texting or sending emails while driving.
The ads will be seen on TV; in newspapers and magazines, online and, along with radio airtime, BMW hopes to raise awareness of the very serious consequences of taking your eyes off the road to connect with the world outside your car.
In 2009, nearly 5500 Americans were killed in crashes involving distracted drivers, according to the USA’s National Highway Traffic Safety Administration. NHTSA also found that nearly 87% of teens admit to texting while driving.