Greensboro, NC -- The North Carolina Department of Transportation (DOT) is targeting young drivers with graphic images as part of its "Just Drive" campaign. It premiered in 72 movie theatres across the state. The campaign was inspired by a disturbing fact: 20% of car crashes are caused by distracted drivers.
"We can build the safest roads in the world, but if people aren't paying attention while driving it won't matter," said Greer Beaty, Communications Director at the NC DOT.
The "Just Drive" video shows cars that have been in horrific wrecks while text appears on the screen explaining the cause of the accident. Playing the video before PG-13 and R rated movies between Thanksgiving and New Years helped the DOT reach its target audience of people ages 16-25 years-old during the most popular time of the year for movie goers.
While the campaign is now mostly being plugged across social media, Beaty felt that screening the video in theatres was a success because, "They aren't in an environment where they can change the channel."
"We are looking for every avenue to distribute this message," Beaty continued. "We freely give the video to anyone that wants it on DVD or online at no charge."
The program was paid for with federal money and cost $150,000. That money allowed the video to play in theatres for the last 6 weeks of 2011.
You can watch the NC DOT's video by clicking here.
For more information, contact the NC DOT or follow them on Twitter.