"Distracted at the wheel" Awareness Campaign

On May 29, 2019,IBC revealed the results of a survey conducted by SOM inc. on distracted driving.

The numbers say it all: 75% of drivers said they were distracted at the wheel in the past six months. And yet, 90% of drivers were aware that accidents caused by distracted driving can drive up auto insurance premiums.

What does distracted driving mean?

Distracted driving takes many forms: phoning, text messaging, eating, drinking, putting on make-up, even listening to music. Any activity that takes the driver’s attention away from the road is considered a distraction.

Drivers are distracted and these are not isolated behaviours. In fact, the drivers surveyed said they had on several occasions in the past six months:

  • Eaten or drunk: 55%
  • Phoned: 39%
  • Texted: 11%

The age 35-44 sub-group was over-represented among drivers who said they were distracted, with 87% having said they had been distracted in the past six months, compared to 75% for all respondents.

Limit accidents through risk awareness

It is with this in mind that IBC launched a web-based campaign to encourage drivers to adopt good driving habits. The campaign objective is to make drivers aware of the distractions around them and the need to minimize the risks. Note that responsible behaviour can only be positive for the driver’s driving record.

Here are the videos (in French only) that were broadcast on the web and on social media.