Texting and driving. It may not have the taboo factor that drinking and driving does in our society, but texting while at the wheel can be more dangerous than driving under the influence. A recent Car and Driver trial made the following comparison with regards to braking response times while either unimpaired, drunk, reading e-mail or sending a text message:
- Unimpaired: .54 seconds to brake
- Legally drunk: add 4 feet
- Reading e-mail: add 36 feet
- Sending a text: add 70 feet
Our client, the Canadian Automobile Association (CAA), understands too well the dire consequences associated with texting and driving. Their own findings showed similar concerning response times while texting. They approached TDC to develop a campaign that would hit home with a particularly vulnerable audience – youth aged 20-24, who often feel pressure to respond to text messages in the moment, more so than other forms of communication such as e-mail or social media sharing. At the same time, they didn’t want their message to alienate parents and more mature audiences.
TDC developed an online PSA, television and radio spots, print and digital ads, broadcast – all featuring a “drive now, text later” messaging, which hammers home the risks of nonchalant attitudes about texting and driving in bleak contrast to dangerous, and even lethal, outcomes.
The campaign was developed for CAA National, but is being disseminated across regional channels by provincial clubs throughout key periods in 2015. With no promotion, the online PSA, posted by the National Club, already has over 175,000 views.
* CAA built a simulator, and hired a third party to test the most common distractions to find out the average time a driver is discovered distracted while performing an action behind the wheel.
Here is what they found:
- Answering a Phone Call: 10.6 seconds
- Replying to Text Message: 33.6 seconds
- Grooming: 14.4 seconds
- Reading Directions: 7.0 seconds
- Drinking Coffee: 6.3 seconds
- Adjusting Radio: 1.3 seconds
- Adjusting Climate Control: 2.7 seconds
- Adjusting GPS: 26.7 seconds
We recently shared our support for 38-year-old Canadian National Cycling Team member Ed Veal in his attempt to set a new world record—the ‘Best Hour Performance’ in the Masters Men’s 35-39 group, as well as the new outright Canadian Hour Record.
Last Friday, Veal made history, breaking the Canadian Hour record, with a distance of 47.590. You can watch an interview between him and Steve Fleck for Pedal Magazine here.
Top Drawer Creative, along with several other companies and cycling enthusiasts, are proud to have stepped up to support the historic attempt. The fundraising efforts helped Veal focus on training for the event, as well as support his goal to become a full-time athlete for the first time in his life.
As Veal said on the #edshour Facebook page in advance of the event, “I wish I could describe this feeling. Excited, calm and looking forward to tomorrow. It has taken a lot of work to put together this #edshour event and there are many people that came together to make it happen. A HUGE Thank you Jessica Puddifant, Andrew Iler and [Top Drawer CEO] Howard Chang. You three were the driving force behind all of this and I appreciate all your hard work making this possible. Still can’t believe there is a world class facility dedicated to cycling in our backyard.”
In addition to Chang and Top Drawer Creative, a supportive team of cycling enthusiasts from Les Domestiques Cycling Club (whose members were the primary private funders of the just-opened Mattamy National Cycling Centre) got behind Veal’s attempt. Paul DeVries and Dave Ellis of Powerwatts have taken on title sponsorship, additionally supported by Norbert Frischkorn of FrischkornMEDIACO, Rob Keilty of Hub HKMB Insurance, Som Seif of Purpose Investments and John Ruffolo of OMERS Ventures stepping up to help. Top Drawer Creative recently led a successful fundraising campaign for the Mattamy National Cycling Centre.
Post event, Veal said the effort was the “hardest thing I’ve ever done in my life.” The decision to attempt the feat came after a year of personal and team victories for Veal, who broke two Canadian records (4,000-metre Team Pursuit and Individual Pursuit) in September 2014. Veal took up cycling late, at age 26, starting with mountain biking and then making the switch to road. “The late start has never held me back,” he said.
You can congratulate and continue to follow Ed Veal on Twitter at @RealDealVeal, or via the hashtag #edshour as he presses on with his journey to participate in the Pan Am Games and 2016 Olympics, and support his continued fundraising efforts through his Indiegogo campaign.
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