The Ad Council of Rochester has unveiled a new campaign aimed at stopping cellphone use while driving.
The campaign, “You Are That Distracting,” will feature a series of radio, television and print ads, as well as a website, urthatdistracting.org, which went live Thursday, officials said.
The multimedia campaign was supported by tens of thousands of dollars in ad space donated by local media partners. Officials estimated the campaign will be valued at $250,000 by June 2013.
“Countless studies demonstrate that distracted driving is a huge and growing danger, especially to young people,” said Todd Butler, president and CEO of the Ad Council, in a statement. “Our local research shows that cellphone use while driving is a bigger problem in Rochester than national averages.”
Officials for the Ad Council said an online survey conducted from January to April, showed 25 percent of nearly 800 Rochester-area respondents admitted to texting while driving within the past month. A study by the Centers for Disease Control and Prevention puts the national average is 18 percent.
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