Wednesday, April 16, 2014

Does this Audi campaign actually encourage distracted driving?

At first sight, I thought this was a CSR campaign against distracted driving. But after reading the fine print ("Detects danger when you don't. Audi Pre Sense") it feels like the exact opposite.

In my work with the Traffic Injury Research Foundation (TIRF), one of the many things I've learned is that safety features can actually make people drive more carelessly. We did a whole campaign about it, called "Brain On Board," for the Toyota Foundation, because Toyota Canada feels the need to remind drivers not to let their advanced safety features make them less careful drivers.

This German Audi campaign, however, especially the "emails" one above, take the dangerous position that distracted driving is going to happen anyway, and that this new feature can save you from your own stupidity.

I have a message for the agency, "thjnk", in Hamburg, Germany: THINK!

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