|Titulo (língua original)||Piéton (anglais)|
|Campanha||Behind the wheel, cell phones can kill|
|Anunciante||Direction de la Sécurité et de la Circulation Routières|
|Data da primeira Transmissão/Publicação|
|Sector Empresarial||Segurança rodoviária|
|História|| One of the leading causes of major accidents is driver distraction, primarily resulting from telephone usage while driving: today approximately 1/3 of all accidents are caused by driver inattention, and since 2015 smartphone usage has become one of the leading reasons for the rise in road fatalities.|
To ensure the situation doesn’t worsen - like in the US where fatalities caused by driver distraction rose by 9% in 2015 - we must act now.
Furthermore this issue, which is both a multi-user and multi-use problem, has greatly evolved in recent years: 10 years ago, cellphones were less ubiquitous and 90% of cellphone users simply used them to make telephone calls. Today, 74% of adults have smartphones, and they use them to check their emails, their text messages or their social media feeds.
We needed to respond with a campaign that draws attention to both the prevailing ways phones are used behind the wheel today, and to the various people this behavior impacts.
|Tipo de Mídia||Imprensa e publicações|
|Director criativo||Pascal Grégoire|
|Director de arte||Alexandre Fort|
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