NHTSA Launches Put the Phone Away or Pay Campaign

The National Highway Traffic Safety Administration today kicked off its campaign to raise awareness about the dangers of distracted driving. The Put the Phone Away or Pay campaign educates drivers about the deadly dangers and legal consequences of distracted driving. April is also National Distracted Driving Awareness Month – an opportunity to remind to the public, especially young people, to avoid distractions in all its forms behind the wheel.

NHTSA’s high-visibility enforcement of state distracted driving laws takes place April 10-14 and targets drivers ages 18 to 34 who, according to NHTSA data, are more likely to die in distraction-affected crashes than any other age group. The Put the Phone Away or Pay campaign is supported by a $5 million national media buy in English and Spanish on television, radio and digital platforms. Campaign ads run starting today through April 14.

U.S. Deputy Secretary of Transportation Steven G. Bradbury kicked off the campaign at the U.S. Department of Transportation’s headquarters and was joined by NHTSA Chief Counsel Peter Simshauser, Georgia State Patrol Lieutenant and Governor’s Office of Highway Safety Deputy Director Maurice Raines, and victim advocate speaker Meredith Spies. 

“Distraction-related deaths and injuries take a major toll on our country, likely much bigger than we have realized, and we need to make a meaningful dent in this problem,” Deputy Secretary Bradbury said. “Through increased traffic enforcement, alongside NHTSA’s research, education efforts, and high-visibility enforcement mobilizations, we will continue to tackle this pervasive problem.” 

Rebranded last year, the Put the Phone Away or Pay campaign reminds drivers of the deadly dangers and legal consequences of distracted driving. Distraction can take many forms – texting, looking up an address, watching social media, or anything that takes a driver’s mind off the driving task, eyes off the road, or hands off the wheel.

“We ask everyone to do their part to protect themselves, their loved ones, and their fellow Americans when driving, and that includes avoiding distractions behind the wheel,” NHTSA Chief Counsel Simshauser said. “Taking your eyes and mind off the road for even a second could have devastating consequences, which is why we’re reminding everyone to Put the Phone Away or Pay.”

Deputy Secretary Bradbury also released new NHTSA data on 2023 distraction-related crashes. According to new NHTSA data from the Fatality Analysis Reporting System and Crash Reporting Sampling System, in 2023, an estimated 324,819 people were injured and 3,275 were killed in distracted-driving-related crashes, accounting for 13% of all crashes. An additional 611 pedestrian fatalities can be attributed to distracted driving.

However, distraction-related injuries and deaths are likely underreported. A 2023 NHTSA report found that in 2019, distraction was involved in 29% of all crashes, resulting in 10,546 fatalities, 1.3 million nonfatal injuries, and $98.2 billion in economic costs. Currently, NHTSA is working with the states to better collect distracted driving data to assess the role it plays in crashes.