Driver inattention and distraction is responsible for 18% of all collisions in Saskatchewan. On average, it leads to 52 collision fatalities a year in Saskatchewan.

This week SGI launches a new campaign to to raise awareness of the risks and consequences. The campaign is led by video, for online, TV and theatres. It’s a take on how people who are texting at lights etc., always have their heads bowed, hiding their phones in their laps; which looks like they are paying respects or mourning.

The visual element starts with people at a funeral with their heads bowed. As the commercial progresses it dissolves to show someone with their head bowed in their car because they are texting while at a red light. The light turns green. The driver doesn’t notice.