A shocking new video has been released by the Road Safety Authority to issue a warning to drivers that it takes only a split-second for disaster to strike.
The short advert will be broadcast on Irish televisions in the coming months and is part of a wider campaign to get the message across.
The fact that everything can change in a split-second is the key message of the short video.
It sees several everyday family scenes being paused with a single split-second being replayed back and forth.
The video then moves to a country road and sees the behaviour of two drivers as their cars head towards each other.
One is attempting to use his mobile phone to send a text, and in that moment his eyes are off the road disaster strikes as the two cars collide.
The mobile phone is then seen flying through the air and crashing onto the road as an indication of the potential deadly consequences.
The video is certainly shocking and it is hoped it will hit home with drivers about the importance of keeping their entire focus on the road.
Brian Farrell, RSA communications manager, said: “We’re asking drivers to realise how their phones take their attention away from the task at hand.
“And having your full attention is never more important than when you have the lives of other road users in your hands.”
The YouTube video is accompanied by the description: “Texting while driving makes you up to 23 times more likely to crash. So why do some people still do it?”
Take a look at the video for yourself, and take heed, drive safe out there folks.
Written by Andrew Moore