TORONTO -

Ontario residents will soon be seeing a new advertising campaign highlighting the dangers and consequences of distracted driving, thanks to the joint efforts of the Trillium Automobile Dealers Association and the Ontario Provincial Police Association.

Officials insisted these “hard-hitting and thought-provoking” messages come at a time when the attention of many drivers is torn between the latest technological gadgets, “which allegedly make life simpler and more efficient,” and the undivided concentration needed to properly and safely command a vehicle on today’s busy streets.

“Distracted driving is the fastest growing concern confronting drivers today and is responsible for 30-50 percent of traffic collisions in Ontario. It crosses all age barriers and as the association that represents all new car dealers in Ontario, we feel it is important to do what we can to improve road safety,” TADA executive director Todd Bourgon stated.

The print campaign focuses on four common themes: Talking on cell phones without a hands-free device such as a Bluetooth headset, texting while driving, selecting music on an MP3 device while driving, and checking email or checking into social media/GPS enabled social media sites while driving.

Print ads will be begin appearing in The Toronto Star, METRO and Metroland community papers leading up to Thanksgiving weekend, a time when officials contend the number of vehicle accidents typically spikes.

Officials added the initial campaign will roll out in print only but there are plans to expand coverage to out-of-home and online in the near future.

“TADA is committed to the issue of distracted driving and understands the importance of a sustained campaign with a consistent message, in order to achieve any effect” TADA president Frank Romeo said.

“We need to remind ourselves that operating a motor vehicle on public roadways requires our full attention at all times,” Romeo continued. “The slightest distraction, however justified in the driver's mind, could instantly lead to tragedy and alter lives forever.”

The OPP Association declared that it has made strong efforts with the assistance of government-mandated laws and programs to curb the incidence of accidents related to distracted driving.

“Distracted driving isn’t just a law enforcement issue — it’s a community issue,” said Jim Christie, president of the OPP Association.

“We applaud TADA for recognizing this and spearheading this campaign to keep our streets safer,” Christie continued. “Statistically, you are just as likely to be involved in a crash texting while driving as you are driving while drunk.

“In 2011, distracted driving was responsible for approximately 7,600 accidents on OPP-patrolled roads,” he went on to say. “It’s just as dangerous as drunk driving, and we’re encouraged that organizations like TADA are treating it as such.”