Driver distraction

Driving safely means paying attention to driving. Human beings have a finite amount of concentration, and when you're behind the wheel you need focus on the task at hand in order to keep control of your vehicle while being aware of your surroundings and potential hazards at the same time.

Cellphones, radios, food and drink, passengers and even scenery can take your attention away from the task at hand. That impairs your ability perceive hazards and react properly.

Driving is a task which demands your full attention, and anything which takes your attention away from that task is a risk which should be avoided whenever possible.

Driver distraction is a serious road safety issue. In 2006, crash statistics show that “diverted attention” contributed to 11 percent of all crashes, including 26 fatal crashes, 192 serious injury crashes and 1023 minor injury crashes. As with driver fatigue, research indicates the number of crashes in which distraction is a factor is likely to be under-recorded. For more detailed driver distraction crash statistics, visit the Ministry of Transport website.

Driving is a complicated task requiring continuous concentration. Overseas studies have shown that anything that diverts a driver’s attention for more than a second can significantly increase the likelihood of a crash, near-crash or incident.

There are steps you can take to minimise potential distractions while driving:

• switch cellphones OFF when driving
• take regular breaks rather than eating, drinking or smoking while driving
• ask passengers to be quiet if you’re having difficulty concentrating
• make sure your car’s windscreens and mirrors are clean, and adjust all of the controls (including radio/stereo) before setting off
• if you’re unfamiliar with the route, check on a map before starting the journey, or pull over if you need to look at the map en-route.

Land Transport NZ is implementing a range of awareness raising measures to assist with communicating the risks of driver distraction to the public. These include encouraging employers to address the risks of distraction when implementing safe driving policies, addressing driver distraction through the Automobile Association’s Defensive Driving Course, expanding information on distraction in the Road Code and incorporating driver distraction questions and information into driver licence theory tests.

The Road Safety Trust (which funds community road safety initiatives, training and education, from a share of the proceeds of personalised licence plate sales) is embarking on a pilot advertising campaign this month to help raise public awareness of the issue of distractions while driving.

The Trust’s campaign uses the innovative medium of linking distraction messages to sporting codes - initially basketball and cricket. The key premise is to promote messages that will be associated clearly with the consequences that a couple of seconds of inattention can cause, both on the sports field and while driving.

The campaign's primary message, “Keep your eyes on the action”, will be promoted through targeted sponsorship and advertising, the use of court or pitch-side branding, and even on umpires’ and referees’ shirts.

Land Transport NZ will also be supporting the Trust’s campaign with advertising addressing the risks of driver distraction.

Page created: 11 April 2008