CAA Messages Home the Dangers of Texting and Driving

April 16, 2015 by  Top Drawer Creative

Texting and driving. It may not have the taboo factor that drinking and driving does in our society, but texting while at the wheel can be more dangerous than driving under the influence. A recent Car and Driver trial made the following comparison with regards to braking response times while either unimpaired, drunk, reading e-mail or sending a text message:

  • Unimpaired: .54 seconds to brake
  • Legally drunk: add 4 feet
  • Reading e-mail: add 36 feet
  • Sending a text: add 70 feet

Our client, the Canadian Automobile Association (CAA), understands too well the dire consequences associated with texting and driving. Their own findings showed similar concerning response times while texting. They approached TDC to develop a campaign that would hit home with a particularly vulnerable audience – youth aged 20-24, who often feel pressure to respond to text messages in the moment, more so than other forms of communication such as e-mail or social media sharing. At the same time, they didn’t want their message to alienate parents and more mature audiences.

TDC developed an online PSA, television and radio spots, print and digital ads, broadcast – all featuring a “drive now, text later” messaging, which hammers home the risks of nonchalant attitudes about texting and driving in bleak contrast to dangerous, and even lethal, outcomes.

The campaign was developed for CAA National, but is being disseminated across regional channels by provincial clubs throughout key periods in 2015. With no promotion, the online PSA, posted by the National Club, already has over 175,000 views.

* CAA built a simulator, and hired a third party to test the most common distractions to find out the average time a driver is   discovered distracted while performing an action behind the wheel.

Here is what they found:

  • Answering a Phone Call: 10.6 seconds
  • Replying to Text Message: 33.6 seconds
  • Grooming: 14.4 seconds
  • Reading Directions: 7.0 seconds
  • Drinking Coffee: 6.3 seconds
  •  Adjusting Radio: 1.3 seconds
  • Adjusting Climate Control: 2.7 seconds
  • Adjusting GPS: 26.7 seconds