Byravee Iyer
Sep 25, 2013

RAC hopes to save lives with car powered by attention

PERTH - Motoring services company RAC is applying technology to alert distracted drivers on the road with the launch of a world-first innovation—a car powered by attention.

wide player in 16:9 format. Used on article page for Campaign.

The initiative, done in collaboration with JWT, aims to raise awareness about the impact of inattention on roads, which is estimated to be a factor in 46 per cent of all fatal crashes in Australia.  

The ‘Attention Powered Car’ employs the use of neuro-technology to make the car ‘go’ when drivers are paying attention, and ‘slow’ when they are not. To promote the car’s unveiling and to raise awareness about the issue, a campaign spanning TV, print, online and social goes live today. Special webisodes have also been created to support the campaign. JWT Perth has also added a website that provides full details about the car.

“Inattention is such a broad, complex term that includes both physical and mental distractions,” said Mark Harricks, ECD of JWT. “This car lets us show drivers in real time exactly the moment it happens.”

The launch of the car is the beginning of a bigger initiative by the RAC to make the problem of driver inattention personally relevant to people, and to provide RAC with real data that can be used in the future, said Doni Savvides, JWT Perth’s business director.

RAC offers a wide range of motoring and allied services including vehicle breakdown and towing assistance, general insurance products, technical advice, touring and travel services, personal loans, finance and investment products, and driver training.

 

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