Safe Communities of Wright County was one of the first organizations in Minnesota to conduct a public awareness campaign about the most common contributing factor to crashes – distracted driving. Distracted or inattentive driving occurs when drivers undertake additional activities that can divert physical and mental attention from the task of driving. Studies show that mental distractions are as much of a concern as physical distractions.

Distracting activities may include talking with passengers; eating; drinking; cell phones, palm pilots, computers, or navigation devices; attending to children or pets; adjusting radio or climate controls; reading maps or other material.

The public awareness campaign in Wright County included a series of billboards, direct mail pieces, newspaper and radio advertising. A market study following the campaign indicated that 73% of drivers were more aware of distractions while driving than prior to the campaign. Interestingly, 86 percent of those under the age of 21 said they were more aware of driving distractions than they were before the campaign which may be attributed to the Safe Communities’ Young Driver initiative.