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Don’t Look Back

The most vulnerable person in your car can present the biggest danger

A hard-hitting Public Service Broadcast advert from Ireland’s Road Safety Authority (RSA) highlights the dangers posed by driver distraction.

International evidence estimates that 20 – 30% of all road collisions in Ireland are caused by driver distractions, the most common sources being from children and mobile phones.

The advert focuses on potential tragedy of turning to look at your child while driving, using the strapline, “Don’t lose a life looking back”.

In January 2014, Girl Motor reported on a study carried out by the Monash University Accident Research Centre in Western Australia, which found that children are 12 times more distracting than talking on a mobile phone. The research also contained the staggering statistic that parents in the study took their eyes off the road for an average of 3 minutes and 22 seconds during a 16 minute trip.

Our article went on to give some light-hearted tips for coping with child-related distractions in the car, but the dangers highlighted by the RSA’s advert are all too real and should be taken seriously by parents.

  • Think about your child’s needs before you start your journey.
  • Use the correct restraints and ensure your child’s car seat or booster seat is fitted correctly.

The message from the RSA is simple: “Never let a child take your focus off the road. Pull over if you have to.”

Tags: Road Safety