# Chilling Car Safety PSAs 'The Anatomy of a Split Second' Will Make You Think Before You Text By Christopher Magsambol | Published 2015-09-16 | Updated 2015-09-18 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/carsafety References: [adweek](http://www.adweek.com/news/advertising-branding/ad-day-hypnotic-looping-psa-goes-eerie-deadly-split-second-166961) & [youtube](https://www.youtube.com/watch?v=b1_n7dpv_Ks) This emotional car safety [PSA](https://www.trendhunter.com/trends/centre-for-child-protection) from Ireland's [Road Side Authority](https://www.trendhunter.com/trends/road-venture-lineup) tries to convince you not to text and drive. The PSA called, 'The Anatomy of a Split Second' is a series of clips that depict the many things that can happen within a split second, and repeats them for emphasis. Some of these actions include flipping a hamburger or dropping your ice cream. Mundane occurrences are then contrasted with what can happen in a split second of [texting while driving](https://www.trendhunter.com/trends/car-dashboard-app). The last part of the PSA shows a phone being used, suddenly flying out of the car and bouncing around on the ground after a serious crash. Distracted driving continues to be a serious issue that leads to fatalities and serious injuries. This PSA puts into context the disastrous outcome a split second can have and ends by asking the audience: "Would it kill you to put it away?" ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 3% | Activity: 12% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Emotional Psas:** Creating emotional PSAs that put context into the disastrous outcome of distracted driving. - **Road Safety Campaigns:** Developing impactful road safety campaigns that focus on emphasizing the dangers of distracted driving. - **Behavioral Change Initiatives:** Creating programs that induce behavioral change among drivers through awareness campaigns and other means. ### Who This Affects Most - **Automotive:** Designing features that prevent drivers from being distracted while driving, such as automatic text message replies. - **Advertising:** Creating ad campaigns that use emotion and stark contrast to prevent distracting driving behaviors. - **Insurance:** Providing incentives and discounts for safe driving behaviors that reduce the risk of accidents caused by distracted driving. ## Related on Trend Hunter - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Haunting Tech Safety PSAs](https://www.trendhunter.com/trends/centre-for-child-protection.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Home Safety Campaigns](https://www.trendhunter.com/trends/the-selfie-effect.md) - [Teen Driving Safety Programs](https://www.trendhunter.com/trends/goldengauge-program.md) - [Mobile Device Addiction Campaigns](https://www.trendhunter.com/trends/mobile-device-addiction.md) - [Auto-Centric Short Films](https://www.trendhunter.com/trends/relax-we-care.md) - [Hands-Free Driving Campaigns](https://www.trendhunter.com/trends/passenger-princess.md) - [Emotional Short Films](https://www.trendhunter.com/trends/johnson-johnson.md)