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Distracted Driving Campaign

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It only takes a second. Just one look at your phone while driving can have dire consequences. That’s the message ICBC wanted us to send to all drivers.

We knew drivers were aware of the risks of driving distracted – but they believed they were doing it safely. Checking at a stoplight can’t possibly be dangerous, right? The truth is, there’s no safe way to drive distracted, if you’re looking at your phone for even a second, anything can happen.

To really bring that to life, we created 10-second spots to demonstrate how quickly things can go wrong when you drive distracted. And even though the spots were short, the haunting visual left a long lasting impact with drivers.