WHAT: To mark National Distracted Driving Awareness Month, the Safe Road Alliance put a hidden camera in NYC taxicabs to gauge the difference in reaction of passengers when their driver was drinking, and when he was texting.
WHO: Safe Road Alliance, MullenLowe
WHY WE CARE: According to data from the National Safety Council, talking on a mobile phone while driving increases accident risk by four times, and texting while driving increases accident risk by eight to 23 times. This is a major problem, but one people don't associate as serious as drunk driving. Part of that, according to the agency, is the years of effective marketing awareness around the dangers of drunk driving. While there has been some amazing work done on distracted driving—see Werner Herzog's devastating From One Second to the Next—it's still relatively early days, so we need more PSAs like this.