When it comes to efforts against distracted driving, transportation agencies in California and federal agencies have been trying to be more innovative in their campaign themes. The point is to get the attention of at-risk groups of drivers like teen and young drivers, who are immune to the typical public service announcements against distracted driving. There may be lessons to be learned from a racy, new campaign that has just been kicked off in a Canadian city that is garnering plenty of eyeballs.
The campaign is called Crotches Kill, and is being promoted by the city of Alberta in Canada. The campaign, which is garnering plenty of eyeballs, features photographs and images of motorists looking down at their crotches, or rather their cell phones that are placed between their legs. The images are followed by an announcement by a female voice that croons, “Driving, and completely enthralled by your crotch. Quick glances, long stares. You just can’t keep your eyes off it. But the problem is that Crotches Kill. Every time you send a text message from your lap, your eyes are off the road for 5 very long seconds.”
The Alberta Department of Transportation which is sponsoring the campaign says that the point of the campaign was to catch motorists’ attention, and make them think. It is meant to be humorous and racy, so that it will go viral, and garner more attention.
The campaign is being conducted through billboards, posters as well as digital arts, and as the theme suggests, is primarily geared towards young men. That’s because, according to statistics by the Alberta Department of Transportation, young male drivers between the ages of 25 and 34 are at the highest risk of distracted driving. Even in California, car accident lawyers find that most motorists who are cited for distracted driving belong to this category of motorists.
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