Eyes ON THE ROAD
A national campaign that educates, advocates, and builds awareness on the dangers of distracted driving through clever digital content and paid media placement.
About the campaign
The objectives of EyesDrive is to bring awareness to the distracted driving epidemic. THIS IS NOT just another texting and driving campaign. Distractions can be anything that takes your eyes (or your mind) off the road for even just a second…
THE FACTS
The leading cause of death of teenagers in America is AUTOMOBILE CRASHES.
That was the case in 2019. And in 2018. And in 2017. And in 2016. And in 2015…
In 2018, 938,000 crashes were caused by driver distraction, or 14% of all crashes.
Quick primer on the types of distractions:
VISUAL
Visual distractions take your eyes off the road. These types of distractions require the driver to look away from the roadway like looking at controls or screens in the car, looking at an accident or someone pulled over, reading a billboard, etc.
MANUAL
Manual distractions take your hands off the wheel. These would be tasks that require the driver to take a hand (or two) off the steering wheel to manipulate something like an electronic device, radio/car controls, food, drink, etc.
COGNITIVE
Cognitive distractions take your MIND off the road…the mental workload associated with a task that involves thinking about something other than driving. This would be things like daydreaming, “spacing out”, or just being preoccupied with thoughts about work, home life, etc.
Of course, there can also be combinations of these distractions like Visual/Manual. These would be tasks that draw eyes and a hand off the steering wheel to manipulate a device like texting and driving.
WHAT WE KNOW
Teens are distracted by many things while driving. As a matter of fact, 6 out of 10 teen crashes are caused by driver distraction.
Parents want to talk with their teens more about safe driving but need effective messages that will resonate.
EyesDrive
Creating tools to tackle a BIG PROBLEM with NEW SOLUTIONS.
The #1 goal of EyesDrive is to reduce the number of teens killed in car crashes. We want to have the same impact as national initiatives such as Don’t Drink and Drive and Click It or Ticket.
More about the campaign
EyesDrive® is a national campaign that educates, advocates, and builds awareness on the dangers of distracted driving through clever digital content across a variety of media channels. The focus is on teens, as the leading cause of death in teenagers in America is automobile crashes, however the messaging is for EVERYONE.
WHAT IT IS
EyesDrive is a campaign to give parents a way to help educate their teens with safe driving tips and messaging–talking points that parents crave in helping talk to their teens about safe driving. The digital content for the EyesDrive campaign is based on the curriculum and messaging of Teen Street Skills, an advanced driver training program, led by former IndyCar driver Robbie Buhl. It’s all about your EYES. “Your hands follow your eyes.” If your eyes are not on the road, you are in no position to react to what’s happening in front of (or behind) you.
OUR OBJECTIVE
Through the commitment of the campaign’s partners, develop and distribute fun, engaging, easily sharable digital content that brings awareness to the distracted driving epidemic. The focus of the content is not all on cell phones as the distraction–that has been beaten to death–but all the other common daily events drivers experience that people may not think of as “distracted driving”: picking up the french fry that fell between the seats, searching for a different radio station, or getting change out for the upcoming toll, just to name a few...
WHAT YOU CAN DO NEXT
Head over to our content page, download your favorites, and start sharing EyesDrive content on your favorite platform, network, or group! If you have questions about the content or the EyesDrive campaign in general, send us an email and let us know how you would like to get involved!
The EyesDrive Team:
