In response to alarming statistics on road user distraction, Road Safety Scotland has unveiled the ‘Keep Your Eyes On The Road’ campaign.

It aims to reduce incidents caused by inattentiveness among drivers and pedestrians.

The initiative was introduced by Cabinet Secretary for Transport Fiona Hyslop and Director of Road Safety Scotland Michael McDonnell.

Safety in hand

It is natural for our minds to consider other things while undertaking a task at hand.

Driving is not different, but there are levels of distraction that can prove highly dangerous and completely avoidable.

A recent survey associated with this new campaign revealed that over 80% of road users, including both drivers and pedestrians, admitted that their minds wander while using the road.

This lapse in attention can have significant consequences: 16% of distracted drivers reported collisions with other vehicles, and 5% reported collisions with pedestrians.

Further findings indicate that more than two in five drivers (42%) have experienced ‘zoning out’ during a journey, unable to recall how they reached their destination.

Additionally, 80% of drivers acknowledged some level of distraction while driving, with 3% admitting it happens consistently.

Walking a tightrope

However, it is not just the drivers who are in danger through distraction.

Pedestrians are similarly affected, with 79% reporting distractions such as external events, personal thoughts, and interactions with companions.

Notably, mobile phones are a significant source of distraction: 22% of pedestrians and 10% of drivers admitted their focus was compromised by phone use, with half of these individuals identifying their phones as the primary distraction.

Pedestrians are increasingly distracted by a combination of smartphone screens and headphone use, meaning that the two essential senses for avoiding danger are unavailable to protect.

It has led to a number of previous campaigns to prevent pedestrians from distractedly walking onto roads or atte, typing to cross designated crossings without looking or being aware of what is going on around them.

Easy dangers

Cabinet Secretary Fiona Hyslop emphasized the gravity of these findings: “This survey highlights just how easy it is for both drivers and pedestrians to become distracted—whether by our thoughts, technology, or the world around us. Even a brief lapse in attention can have serious, sometimes devastating, consequences.”

Dr. Shaun Helman, traffic psychologist and chief scientist at TRL, reinforced the shared responsibility of road safety: “Safety is a shared responsibility, and on busy roads, collisions are inevitable if people are not paying attention. A split-second decision can mean the difference between life and death. By keeping our minds on the road, we can help everyone get home safely.”

See what’s happening

The campaign’s launch coincides with concerning trends across the UK where modern mobile technology is proving dangerously distracting for people.

Recent data indicates that nearly one-third of young drivers have taken photos or filmed videos while driving, with 57% of them uploading this content to social media.

This behaviour significantly increases the risk of accidents and underscores the need for heightened awareness and stricter enforcement of distracted driving laws.

To address these issues, the ‘Keep Your Eyes On The Road’ campaign will run across various media platforms, including TV, cinema, radio, digital, and outdoor channels, aiming to educate the public on the dangers of distraction and promote focused road use.

You can watch a new video here.

Or find out more about the campaign here.