Distance of Distraction campaign to tackle dangers of inattention

A new campaign has been launched highlighting the point that driving distracted is the same as driving blind.

The state government campaign will feature two confronting TV ads to make drivers aware of how far they travel when their eyes are not on the road.

One features a young woman travelling at 60 km/h on a suburban street who is distracted by changing music on her phone.

In just two seconds, she travels 33 metres with potentially devastating consequences.

The second commercial focuses on regional drivers and shows a car travelling at 100 km/h.

The driver takes his eyes off the road for just two seconds to rummage around in his glove box.

In those two seconds, his car travels 55m.

WA Police found that of the 159 people who died on the state's roads last year, inattention was a factor in 18 per cent of crashes.

According to the Road Safety Council, 95 per cent of WA drivers say using a mobile phone while driving is dangerous, but 50 per cent still continue to do so.

The $1.1 million, two-year Distance of Distraction campaign is funded from the Road Trauma Trust Account.

Road Safety Minister Michelle Roberts said driving while distracted could be deadly.

"We have a real problem with mobile phones, but it's not the only cause of driver distraction," Ms Roberts said.

"Drivers always need to keep their attention firmly on the road.

"Distracted driving can have fatal consequences for the driver, their passengers, pedestrians, cyclists or other road users.

"I hope this new campaign will lead all Western Australians to think about their driving and realise that even a brief moment of inattention could have lifelong consequences."