Launching: One-Four-Nine, the interactive crash experience
We're all familiar with the young driver stereotype. You can already picture the scene from all the videos you watched at school: blaring music, a car crammed with more passengers than seats, limbs hanging out of windows, smoking, texting, drinking and overall careless driving.
And, you know, there's no denying that there are drivers on the road who fit this bill. Crash stats sadly go a long way in supporting the stereotype, so it's easy to see how the bad rep of a young driver sticks.
It's loud, it's obvious. But what's less often talked about is the distracted driving people across all age groups are guilty of. Can you honestly say you've never swerved a bit because you were messing with the radio? Never just quickly checked the notification preview of a text?
If you can, you're excused. If not...read on.
Distracted driving is ageless
The young driver charactature distracts us from the reality: distracted driving is not just a young driver thing - it's an everyone thing.
Something we saw way back when we were asking kids about how their parents behave at the wheel was Mum texting at red lights. Dad getting angry and swearing at other drivers. These habits don't stop just because you turned 26 - EVERYONE needs to watch themselves on this one.
So, we thought it was time to give everyone that reality check.
You MUST exercise proper control of your vehicle at all times. You MUST NOT use a hand-held mobile phone, or similar device, when driving or when supervising a learner driver, except to call 999 or 112 in a genuine emergency when it is unsafe or impractical to stop.
The Highway Code
We wanted to find out exactly how phones are distracting UK drivers. Our investigation showed that 59% of Brits find their phone distracting when driving, and 29% confessed to switching their attention from the road to their phone at least once every single journey.
Pretty bad. So, we put together an interactive experience that's designed to get EVERYONE thinking about distracted driving - even those who might shrug it off as a 'millennial' thing (ugh). You synch your mobile to the screen, then play the role of a detective being guided through a series of clues and flashbacks in an attempt to find the cause of a car crash.
Now is the time to ditch distracted driving
Even the most cautious and experienced drivers can be distracted by a phone call or a text, and what may seem like an insignificant lapse in concentration could actually lead to a fatal collision. It's estimated that 11 million motorists are using a mobile while driving and you're sharing the road with them. You quite likely ARE them.
Recent changes in legislation mean drivers will now face 6 points and a £200 fine for using their phone at the wheel. Yes, that can mean curtains for a new driver in their first 2 years on the road - but it's a big penalty for a driver of any age.
It's terrible for your insurance, an expensive mistake and, let's face it, hideously embarrassing. Fancy telling your boss you need a day off for a court appearance because you couldn't wait to send a poop emoji? Very professional.
Try the One-Four-Nine experience. Then promise yourself you'll never do it for real.
By Katey Gregory
Katey Joined ingenie in 2014 and is in charge of all things social. She passed her driving test in 2015 and her first car is a Toyota Yaris T3 named Tyrone.