Most people have seen the messages:

- "Don't drive intexticated."

- "U Drive. U Text. U Pay"

- "One text or call can wreck it all."

And, nine out of 10 drivers when surveyed acknowledge that distracted driving is dangerous.

We do it anyway.

In the same surveys by the National Highway Traffic Safety Administration on distracted driving dangers, eight of 10 drivers admitted to allowing those distractions into the driver's seat.

Four out of 10 admitted to the most serious distractions of texting or emailing from their cellphones while driving during the previous 30 days.

The results speak for themselves: Traffic deaths for 2021 showed a 12% rise in fatal crashes involving at least one distracted driver, with 3,522 people killed, according to NHTSA. Those numbers are probably lower than the reality, as officials say such cases are likely under-reported by both drivers and police.

Distractions, along with speeding and alcohol, were blamed in a recent report for the 10.5% rise in crash deaths in 2021. The total 43,000 deaths reported by the National Highway Traffic Safety Administration, represented the highest number in 16 years and the largest percentage increase since 1975.

The rise in distracted driving deaths prompted the NHTSA to kick off a US$5mil advertising campaign in an effort to keep drivers focused on the road.

Public relations campaigns typically focus on the obvious and enforceable distractions of texting and cellphone use, but more common and also dangerous are distractions from passengers, eating or drinking, searching radio stations, modifying a GPS search or checking appearance.

Officials emphasise that distracted driving crashes are entirely preventable if people stop using their cellphones, eating or doing other things that divert attention from the road. "Remember it only takes a moment to change your life forever," said Sophie Shulman, NHTSA deputy administrator.

A large part of the problem is America's addiction to cellphones, said Steve Kiefer, a retired General Motors executive whose son, Mitchel, was killed in a 2016 distracted driving crash.

Kiefer, who has started a foundation with the goal of ending distracted driving, noted that in 25 states with laws against hand-held cellphone use, traffic deaths, crashes and insurance rates have dropped. Pennsylvania remains one of the states that has not passed a law against hand-held cellphone use but does have laws against texting while driving.

In light of the rise in crash numbers, the American Automobile Association has also joined the campaign, declaring April as Distracted Driving Awareness Month. AAA is reminding motorists that no life is worth losing to distraction and encourages them to remain focused on the road ahead.

"Distracted driving has become one of the most dangerous risks on the nation's roads, endangering not only the distracted motorist, but also passengers, pedestrians and other roadway users," said Theresa Podguski, director of legislative affairs, AAA East Central. "Any distraction, whether texting or talking to a passenger, takes a motorist's attention away from the road and can have deadly consequences."

With its "Don't Drive Intoxicated. Don't Drive Intexticated" campaign, AAA seeks to remind motorists that the consequences of alcohol-impaired driving and distracted driving can be equally as devastating.

To avoid distractions while driving, AAA East Central recommends that motorists:

- Put aside electronic devices. Put smartphones away, turn them to airplane mode or activate "do not disturb" call/text blocking features.

- Prepare for the drive. Set vehicle systems like GPS, seats, mirrors, climate controls and sound systems before hitting the road.

- Groom before leaving the house. Don't use time behind the wheel to fix hair or makeup. This can be a deadly decision.

- Stay focused. Be sure to actively scan the road, use mirrors and watch for pedestrians and cyclists.

- Secure items. Properly secure items, children and pets that can move around the vehicle and become a distraction.

- Be mindful of passengers. If there are passengers in the vehicle, enlist their help as a "designated texter." Ask them to answer calls, respond to texts and program the navigation.

- Be a good passenger. Offer to assist the driver, and don't distract them.

In the few seconds a driver's eyes leave the road for any reason, disaster can occur. The clever slogans and public service announcements translate to a single and effective message: Keep your eyes on the road when driving. Always.

 - TNS