New Zealand Transport Authority just launched "Hello" a safe driving campaign aimed at stopping drivers from answering their phones while driving. Almost everyone has been reprogrammed in an almost pavlovian like state to grab for your mobile device as soon as it chirps, beeps and rings. You probably spend more time staring at the screen of your phone than you ever imagined.
In the United States, people spend an average of 444 minutes every day looking at screens, or 7.4 hours. That breaks down to 147 minutes spent watching TV, 103 minutes in front of a computer, 151 minutes on a smartphones and 43 minutes with a tablet. (source: Quartz)
We unconsciously give so much attention to our mobile devices that it sometimes impairs our better judgment. Case in point, answering text messages while driving. In 2013, the United States National Safety Council reported a staggering 1.2 million accidents caused by mobile phone usage with at least 341,000 linked to texting alone. (source: Business Insider)
This ad campaign calls on the passenger to take the lead. It comes out a bit awkward but definitely gets the point across.