April is distracted driving awareness month – a timely reminder for South Africans as many undertake trips during the school holidays and Easter weekend. Insurance data says distracted driving increases the likelihood of a crash by 60%. This April, make a conscious decision to never drive while distracted (DWD).
DWD is one of the leading causes of road fatalities worldwide. The CEO of MasterDrive, Eugene Herbert, says: “According to the World Health Organisation, using a mobile phone while driving increases the crash risk by up to four times. This applies to both handheld use and Bluetooth, as it measures cognitive distraction.
“In South Africa, the Road Traffic Management Corporation (RTMC) consistently lists driver distraction as a major contributing factor in fatal accidents. It is difficult to obtain accurate data because in the aftermath of a crash, it is not always possible to conclusively attribute it to DWD.”
Many drivers believe that they can confidently focus on driving and a distraction. “Scientific research confirms it is neurologically impossible to fully concentrate on two tasks simultaneously. Instead the brain rapidly switches attention between tasks.
“In those split seconds of divided focus, everything can go wrong. At 120 km/h, a vehicle travels approximately 33 metres every second. A four to five second glance at a phone is equivalent of travelling the length of a rugby field completely blind,” says Herbert.
It is not just phones
Avoid falling into the trap of assuming the only distractions are scrolling through messages or answering calls. The causes of DWD are far broader:
- Eating or drinking behind the wheel
- Adjusting the GPS, radio, or climate controls
- Conversations with passengers, particularly children in the backseat
- Daydreaming or emotional distraction
- Applying makeup or grooming
- Reaching for objects inside the vehicle
- Inattentive driving
- Any activity that takes your eyes off the road, your hands off the wheel, or your mind off driving.
A dangerous combination: Easter and DWD
With South African schools currently on holiday and families heading to holiday destinations DWD will likely increase. “This is when it becomes even more deadly with multiple occupants in the vehicle. Do not risk the lives of your loved ones for a notification, a snack, or song change,” says Herbert.
Show your support this April
- Share awareness posts on social media using #DistractedDrivingAwarenessMonth
- Take a personal pledge to never drive distracted
- Hold others accountable when they drive distracted
Businesses are in a powerful position to motivate change. “Implement a distracted driving policy where employees pledge to avoid DWD. Distribute educational resources, actively encourage employees and model a workplace culture that values road safety with no tolerance for DWD,” says Herbert.
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