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Parents’ Wakeup Call – from BMW’s “DON’T TXT & DRIVE” Campaign

This month, BMW North America has unveiled a national advertising campaign to help combat distracted driving. The theme of the campaign is “DON’T TXT & DRIVE” and it has started with some very emotional video spots, in which over-protective parents are careless when it comes to texting while driving. The result is that they expose their family to risk and fail their “job” as parents when they text while being behind the wheel.

The entire campaign will be built around this concept, involving both kids and parents, and will also use suggestive ads (television, print, online and radio) to illustrate different situations of distracted driving. In addition to this, campaign’s message will also be incorporated in more than 100 teen driving schools from across the United States.

“Distracted driving is an epidemic in America, and it has deadly consequences for thousands of people on our roads each year. (…) Putting a stop to these needless deaths, as well as hundreds of thousands of injuries will require everyone to take personal responsibility for safe driving. I am grateful to BMW for their efforts to raise public awareness about distracted driving and for urging drivers to put down their phones and focus on the road. I hope that other automakers will follow their lead.”

said U.S. Transportation Secretary Ray LaHood

BMW’s initiative is to raise awareness of the fatal effects of texting while driving. It is already known that, according to the National Highway Traffic Safety Administration, nearly 5500 persons died in car accidents involving distracted drivers, and nearly 87 percent of teens admit they text while driving.

This isn’t the first initiative of this type came from BMW: in Spartanburg, South Carolina, BMW’s Teen Driving Shool has trained in safe driving more than 3000 young drivers for the last 10 years.

The “DON’T TXT & DRIVE” campaign runs through the rest of the year.

This is the first video released:


So, what do you think about the video: is it too emotional?

[Source: Autoblog, Photo]

One Response to Parents’ Wakeup Call – from BMW’s “DON’T TXT & DRIVE” Campaign

  1. geraldo Brizot says:

    In my opinion it is far from being too emotional, it is just what people need to see to become aware of the terrible consequences of texting or using the cell phone while driving. Very well done BMW!

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