Is It Worth It?

Administrators: SMARTRISK
Partners: SMARTRISK, State Farm Youth Advisory Board
Jurisdiction: National
Start date: 2011

Background:  A recent study found that when drivers take their eyes off the road for more than two seconds, their risk of crashing doubles. Recognizing that driving while distracted is a growing epidemic, SMARTRISK has joined forces with student leaders from Northern Secondary School in Toronto and Leo Hayes High School in Fredericton, to launch a national campaign to tackle this issue head on. Over a two-day period in October a campaign name was chosen, key messages developed, significant events identified, promotional materials designed and a plan set for the rest of the school year. The campaign launched in New Brunswick and Ontario on Nov. 9, 2011.

Goal: To inform youth about the dangers of distracted driving and encourage their involvement in reducing the problem.

Program: Using a multimedia competition, ‘Is It Worth It?’ gets youth involved through creativity and artistic development. Participants can submit public service announcements or music videos that address the distracted driving issue that may be posted online if selected. The program also uses social networking (Twitter, Facebook, monthly newsletter) to spread its message and involve youth.


36 Eglinton Avenue West, Suite 704
Toronto, Ontario, Canada
M4R 1A1

Phone: 1-416-596-2706