SGI launches new distracted driving awareness campaign

Accident reconstructionists spent Friday morning examining two cars that had overturned outside the SGI salvage yard in Regina.

The “accident” was used in commercials highlighting SGI’s new distracted driving awareness campaign that it plans to launch on Monday.

“Every day we see people looking at their phones or being distracted by other things when they should be focused on the important task of driving,” SGI president Andrew Cartmell said during a media conference. “These bad habits have a far greater cost than tickets and fender benders.”

Last year in Saskatchewan, there were more than 4,500 distracted driving collisions. Those collisions resulted in 688 injuries and 16 people being killed.

The accident scene that was portrayed Friday was made to be as accurate as possible to a real accident.

“We did use these vehicles in a similar setup. We tried to keep it as realistic as far as the commercials were concerned. We thought, ‘Could this collision actually happen? Could a vehicle overturn, or could the door cut off? Would it be in a realistic place?’ It really mattered as far as realism was concerned,” said Const. Patrick Foster, an accident reconstructionist with the Saskatoon Police Service.

“You see it in your own vehicles when you’re driving around. You see how many people are on their phones, holding them, looking at them, texting on them, talking on them. Just as much as you see it, we see it too.”

“There’s still far, far too many people who think it’s OK to use their phones behind the wheel,” Cartmell added. “And that’s why we’re rolling out this campaign today.”

SGI unveiled new commercials that will be played throughout the province starting on Monday. The commercials were shown to reporters Friday, showing the repercussions and dangers of distracted driving.

“This represents a heart-wrenching reality for many families who have lost loved ones to distracted driving,” Cartmell said. “While it’s tough to watch, it’s important to remind people what the true potential cost of distracted driving looks like — and it’s far more than a $580 ticket.

“When you’re driving, just drive, don’t text. Don’t scroll. Don’t snap. And don’t post. Just leave the phone alone. Keep your eyes on the road ahead. Everything else can wait.”

Foster said police are noticing people are taking more steps to try to hide their phone usage, which results in taking their attention even more away from driving.

“You might not get caught, and there might not be any enforcement action. You might not see a police officer,” Foster said. “Many times you probably have done it and never been in a collision. But when it does happen, it’s too late.

“Turn it to ‘do not disturb,’ turn it off, throw in the backseat. Take steps to stop yourself from doing it.”

The production costs for the commercials were $450,000. The media cost to run it is $250,000.