Motoring club The Royal Automobile Club of Western Australia (RAC WA) is urging people to look on the road and not in their phones while driving in its latest campaign.
The campaign titled 'Look Up WA', conceptualised by J. Walter Thompson Perth, features influencer Gary Turk, whose original ‘Look Up’ film about mobile phone addiction went viral, and other people talking about how careless driving has become a way of life for people and how it leads to accidents.
According to an RAC WA statement, in 2017, the number of deaths on WA roads linked to driver distraction doubled, accounting for one in six fatal accidents. And even though 81% of drivers in WA admit to using their phone whilst driving, nine out of 10 drivers know it’s an extremely risky behaviour.
Simon Langley, executive creative director J. Walter Thompson said: “This is an important road safety campaign and another demonstration of the RAC’s commitment to making WA a better place. The fact that we were able to get the support and involvement of Gary, a guy who’s had countless brands approach him to endorse their message, but has politely refused each request, is a real coup.”
RAC advocacy and members executive general manager Patrick Walker said: “Distracted driving is fast becoming one of the leading causes of deaths and serious injuries on our roads and as technology evolves so too does the level of distraction in our cars.
“There is a myth this type of distraction is only a problem among younger drivers, however the issue affects all ages and is one of the most complex and devastating road safety challenges we currently face.”
