In the U.S. approximately 8 people are killed every day in a car crash involving a distracted driver. Most of these accidents occur during rush hour when traffic is heavy. And it only takes 3 seconds of inattention for a fatal crash to occur.

Challenge:

Billboards are designed to grab our attention and hold it for up to 10 seconds, making the ads that line our roadways deadly during times of heavy congestion. So how do we remind drivers to keep their eyes—and their attention—on the road instead?

By creating real-life ad blockers for these dangerous distractions.
For Distracted Driving Awareness Month, we will place ad blockers that take less than 2 seconds to read on all the digital billboards in the city during rush hour traffic in order to remind people behind the wheel to get their eyes back where they belong: on the road in front of them.