In an effort to raise awareness about the dangers of distracted driving, Mason has developed a new statewide public education campaign for the Connecticut Department of Transportation (CTDOT). The campaign launched in April during Distracted Driving Awareness Month and is running across television, radio, digital, out-of-home, social media and public relations platforms.
The campaign’s message, “Every distraction is a beast. Don’t be the prey,” highlights the serious consequences of texting while driving, particularly among younger drivers who often underestimate the risk.
The centerpiece television spot features a woman driving as a radio report warns that distracted driving is the leading cause of accidents. When text chimes sound and she reaches for her phone, a kraken-like monster with tentacles emerges—representing a visual metaphor for the dangers of distraction behind the wheel.
“Our goal was to develop a concept that breaks through and communicates the very real consequences of distracted driving,” said Michael Field, vice president and executive creative director, Mason. “We used AI tools to explore visual territories, then collaborated with CGI artists to bring the message to life in a powerful and accessible way.”
The campaign is part of CTDOT’s broader effort to reduce crashes and improve roadway safety through targeted education and outreach. It will continue running statewide throughout the spring and summer. Nationally in 2022, 3,308 people were killed, and nearly 290,000 people were injured in traffic crashes involving distracted drivers. In Connecticut in 2022, the last year of verifiable data, there were 5,318 crashes attributed to distracted driving that resulted in eight fatalities and more than 787 injuries.
For more information, visit mason23.com.
Television, social and digital video:
Billboards and bus tails:
