BMW is launching their “Don’t Txt & Drive” national advertising campaign of tv, print, online and radio messages designed to raise awareness and show the consequences of distracted driving. The campaign theme of “Don’t Txt & Drive – When the Engine Starts the Texting Stops” will illustrate different situations of careless parents endangering their children with distracted driving and will run from June throughout the year.
The U.S. Transportation Secretary Ray LaHood states that, “Distracted driving is an epidemic in America, and it has deadly consequences for thousands of people on our roads each year”. The U.S. Department of Transportation also provides shocking statistics that nearly 5500 people died in car accidents in 2009 involving distracted drivers, while the National Highway Traffic Safety Administration found that nearly 87 percent of teens admit they text while driving. All of this has prompted BMW to become involved in this campagin of urging drivers to put down their phones and focus on the road. Jim O’Donnell, CEO of BMW of North America states, “We developed this campaign to be impactful in hopes of evoking emotion and conveying the serious dangers of distracted driving and its potential consequences.” In efforts to reach out to teens, the “Don’t Txt & Drive” message will also be incorporated in more than 100 teen driving schools across the United States.