RSA – Anatomy of a split second

Texting while driving makes you up to 23 times more likely to crash. So why do some people still do it? The answer is that if you’ve gotten away with it once, you think you’ll get away with it again. But it only needs to happen once, and in the words of so many victims of road traffic crashes: “it only takes a split second”. Our latest campaign for mobile distraction focuses on just this point. We see a split second under the microscope – caught in time. A split second is all it takes. And of their mobile phone, we ask the viewer: “would it kill you to put it away?”