SA Police launches new road safety ad campaign warning drivers to ‘stop flirting with Death’

SA Police has steered clear of its usual confrontational approach to driving ads as it reveals its latest attempt to send a message to motorists.

SA Police has moved away from the usual gory content of its road safety campaigns, taking a punny approach to warning motorists not to use their mobile phones while driving in its latest ads.

In a new campaign launched on Friday, drivers are warned to stop “flirting with Death” behind the wheel in an ad featuring the grim reaper as the prospective love interest of distracted drivers.

Throughout the ad, drivers are shown texting “Death”, whose messages and selfies draw the motorists’ attention away from the road before they are each involved in a serious crash.

South Australia Police has launched a new road safety campaign asking drivers to put away their phone while driving and to “Stop Flirting with Death”.

South Australia Police has launched a new road safety campaign asking drivers to put away their phone while driving and to “Stop Flirting with Death”.

“We’ve kind of moved away from the blood and guts in this particular campaign, but no less it shows what the consequences can be if you’re a distracted driver using a mobile phone,”

Officer-in-charge of the Traffic Support Branch Superintendent Darren Fielke said.

“The message is don’t use your phone while driving, don’t be tempted to use your phone while driving.

“The complex task of driving is just that.”

The campaign targets drivers aged 20 to 39, who are responsible for about 60 per cent of mobile phone-related infractions on the road, according to police.

Police statistics show distraction has been a suspected cause in more than 1900 collisions so far in 2024, including 10 lives lost and 160 serious injuries.

Police Minister Dan Cregan said the state government was determined to change driver behaviour related to mobile phones.