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Club news: AA Trust and Think! hit cinemagoers with radical anti-text driving advert

Publication date: 01 March 2017

The number of road accidents caused by distracted drivers on their mobile phones has increased by quarter (24%) since 2011. Subsequently, the AA UK have launched a new ad that highlights the dangers of texting while driving by playing on the general awareness that drink-driving is intolerable. The ad will be showing in cinemas and online. The aim is to raise awareness of the dangers of distracted driving, which could be even more dangerous than drink-driving.

"There has been much rhetoric about making text-driving as socially unacceptable as drink-driving. We believe that our new ad builds on the success of those drink-driving campaigns and makes text driving as socially unacceptable as drink-driving’, says Edmund King OBE, AA President. The key message of the ad states, "You're twice as likely to crash text driving as you are drink driving. You wouldn't drink and drive. Don't text and drive."

This ad is based on a research about text-driving and drink-driving that was carried out by the AA. With the implementation of intensified penalties for text-driving in the UK from 1 March, the AA ad is just in time to warn the public against careless and distracted driving behaviour.

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