became a social taboo. For current distracting driving laws to have an appreciable impact, there needs to be a major cultural shift in attitudes among motorists, passengers, government agencies, pedestrians and the public. In addition to advertising campaigns, we need to start viewing distracted driving as socially unacceptable and attach serious financial consequences to such behaviour (current fines range from $155 to $500 in Ontario, which amounts to a slap on the wrist). Until the culture surrounding distracted driving changes and society decides that it will no longer tolerate it, we will continue fighting an uphill battle.