THE Transport Accident Commission has produced a graphic new ad campaign aimed at driver distractions.
The Herald Sun was today given access to some of the material before the launch.
An ad which will start being shown on television from tonight warns that "distractions lead to disaster" - and then shows a dramatic sequence of events which does end in disaster.
It then shows a driver initially using his mobile phone as a GPS and when he leans down to look at the phone on the passenger seat he almost hits a car stopped while waiting to turn right.
Further up the road he changes to a different music track and just misses a group of cyclists.
Then he leans down as a text arrives on his phone and slams into a mother pushing a pram across a zebra crossing.
The ad warns that if you are distracted for just two seconds at only 50km/h you will travel 27 metres - effectively blind.
In another graphic ad a distracted driver hits a student getting off a tram.
Giving support to the TAC campaign at the launch tody will be Vicki Richardson, whose hairdresser daughter Brooke, 20, died in December last year when her car hit a tree.
Brooke's mobile phone showed that she had been texting and driving moments before the accident.
"Since Brooke's death we have been urging our community around Mulwala, and all Victorians, to please, don't be tempted to use your mobile phone while driving." Ms Richardson said yesterday.
"It's just not worth cutting a life short."
Premier Ted Baillieu said the campaign to target mobile phones and other driver distractions was strongly supported by Victorians who responded to last year's road safety survey, which was published in the Herald Sun.
"Victoria has led the world with our campaigns on drink-driving, drugs and speeding, but little has been done to educate drivers on the dangers of being distracted while driving," he said.
"Phone calls, text messages, music and GPS devices combine to make it more challenging to concentrate behind the wheel.
"It's important all road users understand how quickly inattention can end in disaster.
"All Victorians - pedestrians, cyclists, drivers, passengers - have a responsibility to concentrate and be alert to what's happening on the road."
Assistant Treasurer and ministerial council for road safety member Gordon Rich-Phillips said mobile phones were the biggest distraction for road users.
"In 2011-12 Victoria Police issued more than 55,000 mobile phone infringement notices to drivers, with 20 to 30-year-olds the biggest offenders," he said.
"Other distractions include using satellite navigation systems, eating food, putting on makeup while driving or using iPod and MP3 players while walking, riding and driving."
Of the 55,000 people fined for mobile phone use, 58 per cent were aged 20-39, 67 per cent were male and 33 per cent were female.
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