The National Highway Traffic Safety Administration (NHTSA) has launched a new campaign aimed at educating drivers on the perils of distracted driving. The "Put the Phone Away or Pay" initiative, starting today, coincides with National Distracted Driving Awareness Month and runs through April 14. Its primary focus is on engaging young drivers, predominantly between the ages of 18 and 34, who have been identified by NHTSA as a high-risk group for distraction-affected crashes.
U.S. Deputy Secretary of Transportation, Steven G. Bradbury, commenced the campaign at the Department of Transportation’s headquarters, joined by NHTSA Chief Counsel Peter Simshauser, Georgia State Patrol Lieutenant Maurice Raines, and victim advocate Meredith Spies. Bradbury highlighted the significant impact of distraction-related incidents on the nation, urging for substantial efforts to address the issue. "Distraction-related deaths and injuries take a major toll on our country, likely much bigger than we have realized, and we need to make a meaningful dent in this problem," he stated.
The campaign employs diverse strategies, including high-visibility enforcement of distracted driving laws from April 10-14 and a $5 million national media advertisement in English and Spanish across various platforms. It underscores the numerous forms distraction can take, including texting and social media usage while driving.
NHTSA also released new data on distraction-related crashes from 2023, noting an estimated 324,819 injuries, 3,275 deaths, and 611 pedestrian fatalities due to distracted driving. These incidents accounted for 13% of crashes last year. However, Bradbury emphasized the likelihood of underreported statistics. "Taking your eyes and mind off the road for even a second could have devastating consequences," said Simshauser.
The effort to improve data collection on distracted driving is ongoing, as NHTSA collaborates with states to enhance crash report accuracy. Previous reports indicated that in 2019, distraction was a contributing factor in 29% of accidents, leading to substantial fatalities, injuries, and economic losses.
