Cape Town - Vodacom on Friday launched a digital campaign to discourage texting while driving.
The campaign, dubbed W8_2send (wait to send) centres on a social media game that encourages users not to use mobile devices when driving.
"We wanted to find a way to engage as well as educate South Africans around the dangers of texting and driving. Which is why we came up with the W8_2send online game that simulates what can happen when drivers are distracted by their cellphones on the road," said Vodacom's chief officer of Corporate Affairs, Maya Makanjee.
The online game includes having to negotiate traffic on a smartphone and at the end of the game, users are prompted to send a pledge.
"I've just promised to wait to send. Using your phone whilst driving is dangerous. Take the pledge http://w82send.co.za #w8_2send," says the pledge.
Deaths
News24 reported that in the 2013 holiday season, 1 376 people were killed on South African roads.
"For the period under review, there were 1 147 crashes nationally with 1 376 fatalities," said Minister of Transport Dipuo Peters at the time.
Read this Wheels24 report into texting and driving.
However, the true figure may be significantly higher because of pedestrians and passengers who often die as a result of traffic collisions some time after the event and are excluded from the statistics.
"Most South Africans are aware that texting whilst driving is unsafe, but what they often don’t realise is just how dangerous it is. According to Arrive Alive, studies have suggested that texting while driving is even riskier than driving under the influence of alcohol or drugs," said Makanjee.
The Vodacom idea mirrors that of US talk show host Oprah Winfrey's 'No Phone Zone Pledge' in which she encouraged viewers of her show not to interact with mobiles in any way while driving.
Some US reports suggest that 71% of drivers between the age of 18 and 49 either talk or text on their phone while driving.
Vodacom realises that a social media campaign is unlikely to change habits overnight, but Makanjee said that the operator was intent on making people aware of the risks involved in being distracted while driving.
"We want to ensure our customers are aware of the risk. The W8_2send game is an engaging way to demonstrate this. Its purpose is to create a memorable experience that will make people think twice before they tweet, post or text on the road."
Watch this video commercial against texting and driving. WARNING, graphic content.
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