Drivers are given a “Grim” reminder to stop flirting with Death in South Australia Police’s new road safety campaign.
The campaign showcases the idea that every mobile phone interaction while driving might as well be an interaction with the Grim Reaper, who will do everything possible to distract the driver and lure them to a far worse destination.
Attitudinal research within the target audience shows that a key motivator to use the phone while driving is perceived ‘down time’ in the car and busy lives that make ignoring the phone and potential ‘important calls’ difficult, with over two thirds of people admitting to using their phone illegally.
Over the past five years (1 January 2019 to 31 December 2023), Distraction has played a significant part in causing crashes that resulted in 1,715 serious injuries and 199 lives lost in South Australia.
With busy lives, it can be challenging to ignore the phone when a notification pops up while driving, but every second that you’re looking at your phone and not the road ahead is a second that you’re driving blindly.
The new campaign presents the Grim Reaper as temptation provided by a known person – a friend, a family member, a partner – providing the lure to give in to their phone. Using this physical manifestation of death shows what might await drivers who give in to that temptation.
When you’re in the driver’s seat, put the phone down and stop flirting with death.
View the version with the male driver here: https://youtu.be/5j1qi3t_EVQ
Watch all videos of this campaign on YouTube: https://youtube.com/playlist?list=PLsnTUdPmSYk8vVgRtrDPjiaE_kw8eEU06&si=KEre0z-0kCX5pNbd
View all elements of the campaign here: https://sapol.info/RSCampaigns
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