20 Jul 2017

Hard-hitting SA ad goes viral, readers respond

Cape Town - Earlier in July, The Western Cape transport department posted a hard-hitting ad focusing on texting while driving.

The ad, as part of the department's SafelyHome campaign, has since gone viral, with a 500 000 views on YouTube.

The road safety ad focuses on texting and driving by showing some pedestrian's failing to observe their surrounding while texting and walking.

READ: This hard-hitting ad will make you think twice about texting and driving

The clip shows that some people can barely pay attention while they're walking and texting, and asks "how then can motorists text and drive"?

MEC Donald Grant

Donald Grant, MEC of Transport and Public Works, said: "Distracted driving remains one of the leading causes of crashes that result in serious injury and, too often, death on our roads. As the United States’ National Safety Council points out, brain activity in the areas that process moving images decreases by over 33% when we are talking on our phone.

"This means that we effectively become partially blind when we use our cell-phone while driving. This in turn, often leads to the horrific collisions we see on our roads, on a daily basis.

"As part of Safely Home efforts to curb distracted driving, we have produced and published the #ItCanWait advertisement that highlights the dangers of being on your phone while driving."

Watch the video below before you decide to use your phone while driving:

#ItCanWait

Grant said: "ItCanWait was a creative concept produced by the Western Cape Government’s agency, FCB. Like all our concepts, it was rigorously tested through surveys and focus groups. It almost didn’t make the cut but the agency was very keen on the concept and offered to cover production costs as corporate social investment. After the final crash scene was added, retesting showed the clip had enormous viral potential which has certainly proven to be the case.

"We hope that the campaign will speak directly to motorists, urging them not to use their phones while driving. Research has shown that distracted driving can be as dangerous as driving under the influence of alcohol or intoxicating substances, with its disastrous effects being see on our roads daily.

"We will continue to be innovative as we tackle this scourge and raise awareness for important road safety issues like distracted driving. I have no doubt that our commitment and collective efforts will continue to save more and more lives."

Readers respond

Ntepane Magowa: I don't think it will stop.Only a few people can minimise after seeing the video,but after seeing nothing happening to them,they continue. People are addicted to phones we can't even have a normal conversation 'live' with the people around. It is very difficult to ignore our phones.

Robin Muratori: No I don't think it will stop people from texting. Reason people are generally stupid when it comes to a phone message. All providers should be forced to provide anyone with a car to block the signal when a phone enters a car.

Leon Lipschitz: Hard hitting but sadly people don't want to listen.

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