The RAC in Western Australia has launched a road safety campaign focussed on distracted driving, after new research revealed that four in five motorists use their phone while driving.

Last year, 28 people were killed in inattention-related crashes, a 112 percent increase on the previous five-year average.

The findings have prompted the RAC’s new road safety initiative, Look Up. It centres around a spoken word video part-narrated by Gary Turk, an award-winning writer best known for his own Look Up video launched in 2014 and viewed more than 61 million times.

“Distracted driving is fast becoming one of the leading causes of deaths and serious injuries on our roads and as technology evolves so too does the level of distraction in our cars,” said RAC Executive General Manager Advocacy and Members, Patrick Walker. “There is a myth this type of distraction is only a problem among younger drivers, however the issue affects all ages and is one of the most complex and devastating road safety challenges we currently face.

“Instead of letting our devices control us, we need to look up when we’re driving and focus on what’s most important, the safety of ourselves and those around us.”

Gary Turk said he was thrilled to be partnering with RAC to take the message of Look Up into a new road safety dimension.

“The message behind Look Up is a simple one, that real human connection and a strong sense of our surroundings is far more valuable than gazing at our smartphones,” Turk said. “The spoken word is an engaging and effective way to start a conversation and a memorable way to get people thinking about a subject like distraction.”

View the Look Up video: