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Published on Feb 26, 2013
On 27 February 2013, the TAC launched a new mass media public education campaign targeting distracted road users. The campaign highlights the dangers of taking your eyes off the road for just two seconds.
International research into road user distractions has established the 'eyes off the road' time theory as a major contributor to crash risks resulting in trauma.
The 'eyes off the road' time is generally defined as two seconds plus, the average person's reaction time to an event is 1.8 seconds and this is factored into crash probability and injury outcome severity. That means nearly four seconds can pass before the average 'distracted' driver can react.
With more devices and distractions available to us than ever, the latest campaign shows how quickly inattention can end in disaster. The campaign will appear on a number of different media including TV, radio, outdoor, online and ambient.
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