TAC launches new ad campaign targeting texting and talking drivers who are now called the new drink drivers

This latest ad in a long history of hard-hitting TAC road safety campaigns is about to hit our screens. A deadly, modern habit is firmly in the road safety body’s sights.

Texting motorists have been ­declared the new drink-drivers as safety chiefs, alarmed by a soaring road toll, call for a concerted effort to achieve their bold aim of zero deaths.

Victoria’s road toll of 137, compared with 88 at the same time last year, is at a 14-year high.

An alarmed Transport Accident Commission boss Joe Calafiore said it was time for Victorians to unite just as they did back in 1970, when the state’s road toll hit 1034.

The “Declare War on 1034” campaign in the Herald Sun’s predecessor The Sun led to major changes ­including compulsory seatbelts, random breath tests and speed guns.

Within 20 years, the road toll almost halved.

Today, the TAC launches a confronting advertising campaign ­focused on distracted drivers.

It is the latest in a history of hard-hitting campaign by the road safety body (scroll down to watch previous ads).

Its ­objective is to change behaviour so drivers resist the temptation to use ­social media, talk and text.

Figures show that one in three drivers and one in two younger ­motorists admit to using a mobile phone while at the wheel.

The ad is meant to demonstrate the risk of a driver looking at a phone for just two seconds.

Also today, international leaders in road safety gather in Melbourne to discuss how to stem the road toll and achieve the vision of zero deaths.

“The summit is also a call to arms to Victorians to own the issue, just as they did when The Sun said enough is enough and declared the war on 1034 all those years ago,” Mr Calafiore said.

“We are deeply saddened at the way this year is going. But we are also resolute in our belief that a future of zero deaths or serious injuries on our roads is possible,” he said.

The confronting new TAC ad shows a man driving blind, hands over his eyes, after his mobile phone pings.

It is meant to demonstrate the risk of a driver looking at a phone for just two seconds.

At a speed of 40kmh, the motorist is driving blind for 22 metres; at a speed of 100kmh, the motorist is driving blind for a lethal 55 metres.

Police say country roads are proving the biggest killer, and distracted and drug drivers are also responsible for much of the carnage.

Mr Calafiore said mobile phone distractions were a major factor.

“Just as drink-driving was considered socially acceptable decades ago, our research is showing an alarming number of people today have a similar attitude to using a phone while driving,” the TAC chief executive said.

Mr Calafiore said: “People agree with the fact that taking their eyes off the road is dangerous but, by their own admission, continue to use their phone while driving, putting themselves and others at risk.”

Roads and Road Safety Minister Jaala Pulford said the state government could not sit idle and watch people die on its roads. She called on those at the summit to see what more could be done.

“While we all wish there was no need for this summit, the sad reality is that the number of people losing their lives on our state’s roads this year is unacceptable,” Ms Pulford said.

Today’s summit will be attended by about 100 experts in subjects including vehicle technology, road-user behaviour and infrastructure.

They will examine the trends and factors behind the rising number of deaths on Victoria roads this year and look for short to long-term solutions to save lives.

MORE NEWS: ‘HOW TO STALK WOMEN’ FORUM SLAMMED

RISE IN FOREIGN DEALERS POSTING DRUGS TO AUSTRALIA

OUTRAGEOUS CLAIM BY COWARD KILLER’S DAD

Ms Pulford acknowledged mobile phones were a huge part of everyday lives but implored Victorians to stop using them behind the wheel, to make the roads safer.

“Our message is clear — there is no message or call that is worth putting your life or the life of others at risk,” she said.

The ad is the latest in a long history of TAC campaigns.

Warning, some of these TAC videos may be distressing to some viewers.

[e-mail]

@AleksDevic