Celebrities highlight pitfalls of driver distraction

12.00 | 23 August 2016 | | 2 comments

Aviva and Channel 4 have produced a series of videos which feature celebrities pranking members of the public in order to promote safer driving.

The six episodes of ‘Driven to Distraction’, all of which are available to watch on YouTube, cover issues such as using a mobile phone at the wheel, driver fatigue and road rage.

Among the celebrities to appear in the films are pop stars including Tinchy Stryder and former Pussycat Doll Ashley Roberts, who pick up a member of the public who believes they are taking part in a celebrity interview show.

After picking up their passenger, the celebrity chauffer behaves badly behind the wheel by, for example, using a phone or shouting at other drivers. The car is actually being controlled by a stuntman while the celebrity receives instructions from a hidden ear piece.

The series was launched in May as part of an ongoing initiative by Aviva to encourage safer driving.

Lindsay Forster, the UK and Ireland customer marketing director for Aviva, said: "It’s a real challenge to get across such an important message in a light-hearted way, but the Shorts hit just the right note and we’re thrilled with how they have turned out.

"We know from our research just how easy it is to pick up bad habits while driving, but making our roads safer is good thinking for everyone. As well as entertaining viewers, we hope that the Shorts will prompt people to think about their behaviours on the road."



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    Full marks to the members of the public who recognised the ‘celebrities’. I echo Hugh’s comments in that it has little educational value. Had there been any real road safety purpose to the show, one would hope that someone might have told the Pussy Cat Doll singer how to safely wear a seat belt.

    David, Suffolk
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    An entertaining TV programme no doubt, but too artificial and contrived to be really useful and educational I thought. I presume the subjects were not drivers themselves, otherwise they might just have wondered how the celebrity driver was able to make the car move, without ever moving it out of Park!

    Hugh Jones, Cheshire
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