someone with a blood-alcohol content of .08 and that distracted driving is estimated to be a contributing factor in eight out of 10 police-reported crashes. To address this ongoing problem, the Trillium Automobile Dealers Association (TADA) has joined forces with the Ontario Provincial Police Association (OPPA) to launch an awareness campaign highlighting the dangers and consequences of distracted driving. (To view the print ads, visit www.tada.ca.) The campaign focuses on four common themes: talking on a cellphone without a hands-free device; texting while driving; selecting music on an MP3 device while driving; and checking email or checking social media-GPA enabled social media sites while driving. The 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. We need to remind ourselves that operating a motor vehicle on public roadways requires our full attention at all times. The slightest distraction, however justified in the driver's mind, could instantly lead to tragedy and alter lives forever. This awareness campaign is an important step in helping to educate motorists about the dangers of distracted driving. But even with the best of intentions of the OPPA, TADA and IBC, convincing motorists to give driving their full attention will require a sustained effort over many years. In the 1970s, new seat belt laws met with some resistance before achieving widespread acceptance among drivers. In the 1980s, tougher drinking and driving laws met with resistance until that unlawful activity