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Ministry of Transportation

It happens fast.

The Challenge

In 2016, deaths from distracted driving were expected to exceed the death toll from drinking and driving. Not surprisingly, it was young drivers, the least experienced and the most connected to their phones, who were the worst offenders.

The challenge was simple but not easy: get drivers to put down their phones while behind the wheel.

The Insight

Most young people know that distracted driving is dangerous, but most rationalize their behaviour by saying, “But I only look at my phone for a few seconds.”

Yet the MTO’s research has shown that taking your eyes off the road for even two seconds increases your crash risk by 24 times. We had to make young people understand that two seconds was all it took. They needed to understand it happens fast.

A few seconds is all it takes.

The Results

It happens fast.

#1
recall of any MTO campaign ever
8%
reported drop in mobile phone usage while driving
10,000+
#putdownthephone posts
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