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Insurance company Aviva is driving forward its mission to make Britain’s roads safer with a series of video ‘shorts’ featuring household names such as Tinchy Stryder, The Chuckle Brothers and Martin Kemp.
The shorts have been developed in conjunction with Channel 4 and will be shown on the All 4 site effective immediately.
The ‘Driven to Distraction’ series features celebrities surprising members of the public in a prank ‘road trip’ format, designed to inspire good thinking behind the wheel. Each of the shorts demonstrates a different driving hazard – from texting while driving, to road rage, to eating on the move – to show the dangers of a range of distractions. This is the latest in series of initiatives from Aviva to promote safer driving.
Lindsay Forster, UK & Ireland Customer Marketing Director for Aviva says: “Our research shows that four out of five people admit to getting distracted while driving from time to time. Whether it’s children playing up in the back of the car, or trying to multitask by texting or eating at the wheel, there are a multitude of things which can take people’s minds off the crucial task of being a safe driver. Our collaboration with Channel 4 is designed to show just how dangerous these habits can be, and while the films are entertaining, there’s a very serious message behind them. Whether a driver or passenger, we’d encourage everyone to take a look at the films and think about if there are any steps they could take to help make Britain’s roads safer.”