With the proliferation of smartphones, there is new impairment threatening the safety of Colorado’s roads — distracted driving. In 2015, 68 people died in crashes involving Colorado distracted drivers and thousands more were injured, all because people are spending more time lost in their phones and less time focusing on the road. These alarming numbers have steadily increased over the last several years and only represent the reported instances.
The Colorado Department of Transportation (CDOT) enlisted CIG to help stem the tide of distracted driving by developing a creative PSA to bring awareness to this quickly growing issue. Data shows that people are increasingly attached to their phones, and in some cases, to the point of addiction. Even more challenging, many drivers are fully aware of the dangers associated with distracted driving and support more stringent enforcement efforts, but continue to drive distracted despite the deadly consequences.
CIG presented the theme of digital addiction as a Killer Habit. Like an addict who can’t stop using, the team worked to tell the story of one relatable man who refused see his phone use while driving as a problem.
In this case, our main subject attends a “distracted drivers anonymous” meeting where he can’t put his phone down throughout the session. We hear the counselor’s voice echoing in his head, urging him to recognize “this is a problem,” but he insists that he’s “got it under control.” Once back driving his car, the last thing he sees is a text from his young daughter before looking up… too late. He slams into another car. A sober reminder that even a “quick text” takes your eyes off the road long enough to lead to disaster.