"What Did I Miss" Campaign poster
Failure to look properly / distraction is quoted over 42% of the time as the cause of a collision. Technology encourages us to be available and engaged all the time - we've a fear of missing out. This has consequences on the roads - focussing elsewhere means we miss what's happening around us on the roads, whether we are a driver, rider or pedestrian. "What Did I Miss" was a campaign that was spearheaded by Colas and Brighton & Hove Council in 2017 with the aim of making people more mindful of the role that distractions cause on the road and the impact that technology can have on our attention-span; which is doubly important when navigating the roads.
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