Is that Zombie Texting?

Likening humans to zombies in a public service announcement to discourage drivers from texting while en route is a clever tactic being used by California’s Office of Traffic and Safety. We already have numerous distractions while on the road - playing the radio too loud, looking at ourselves in the mirror, watching the kids in the backseat out of the rearview mirror, eating lunch while on-the-go, looking out the window for a few seconds too long, reading a map, etc. The point is the list can go on and on. As more and more vehicles congest the roadways, the probability for a little bump here and there becomes increasingly heightened.

As if cell phones weren’t enough of a distraction, texting while driving has become an additional concern. It’s amazing to watch how many people are chatting on their phones as they drive – myself being one of them. The access to the phone is convenient and it allows for multitasking, which gives us the opportunity to cram more activities in our day. I admit that when I’m sitting in stop-and-go traffic on Forbes Avenue, I don’t mind returning a call or two that I missed during the day.

Now let’s throw texting into the mix. I know several acquaintances who have experienced minor fender benders due to texting in what had seemed like only a few seconds of distraction. So, just how much distraction does texting have on our brain function? According to a study conducted by Carnegie Mellon University, texting while driving reduces brainpower by roughly 37%. Therefore, texters are operating at a brain level that is reduced by over 1/3. Taking into account all the additional distractions while driving, I wouldn’t be surprised if our brain power operates at less than 50% in many cases, which is scary – but have you seen some of the drivers out there!

California’s Office of Traffic and Safety has created an effective PSA. They are targeting a demographic that relies on heavy usage of cell phones and texting, likely individuals ranging from 18-40 years of age. The use of the zombie image serves several purposes. Firstly, zombies are mindless and the research shows that if you text while driving your brainpower is significantly reduced. Secondly, using zombies in the media has grown significantly in popularity over the past few years and therefore people identify with the image. That being said, we like to watch zombies on screen, but we certainly would not want to turn into one!

http://www.adweek.com/adfreak/dont-text-and-drive-you-mindless-moaning-zombie-139349