New Anti Texting Campaign Launched

2010 has been, for most of the regulators in the US, the year when the battle against distracted driving in general and texting in particular intensified. Regardless of the efforts made so far, however, it would seem there is no stopping the phenomenon transportation secretary Ray LaHood called an epidemic.

Hoping that historians will note that it too did its part, one of the biggest communications companies in the US, AT&T, announced the launch of an anti-texting campaign meant to increase the pressure on those who still don't realize the dangers of such practices.

The campaign, building on the one called It Can Wait, launched back in March, will be enforced with the release of a 10-minute documentary featuring stories from individuals who have texted their lives into forever changing.

"This documentary is a raw look at the reality and hazards of texting while driving, and we hope it will make wireless customers think twice before pulling out their cell phones in the driver's seat," said Cathy Coughlin, senior executive vice president and global marketing officer for AT&T.

"As a global telecommunications company, it is our responsibility to bring these risks to light, especially now during the holiday season and as we approach New Year's Eve."

Back in September 2010, the National Highway Traffic Safety Administration (NHTSA) released the 2009 Motor Vehicles Crashes report, a report which showed that the proportion of fatalities associated with driver distraction increased from 10 percent to 16 percent between 2005 and 2009. In 2009, 5,474 lives were lost due to distracted driving.