Distracted Driving Initiative

Every Second Matters logo | Travelers Institute | Travelers logo

Drive safe. Drive present. Lead by example.

Distracted driving is a dangerous and common occurrence on today’s roadways. Technology, like smartphones, is part of the problem, but any activity that diverts attention from driving presents a risk. Our Every Second Matters® initiative empowers drivers, passengers, cyclists and pedestrians to speak up, set positive examples and play an active role in changing roadway behaviors to help prevent injuries and save lives.

Download the fact sheet

Guides for starting the conversation

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Every second matters: Reducing distracted driving, one voice at a time

The Travelers Institute is challenging all drivers to set positive examples and help change attitudes about what is socially acceptable behind the wheel with two conversation starter guides. These guides offer a snapshot of roadway distraction, the recent rise in traffic fatalities and specific steps that drivers can take to reduce distracted driving risk.

What can you do?

Join the distracted driving conversation and learn how you can spread the word by watching this video. Lives depend on it.

Event highlights

Four speakers on stage at the Lifesavers conference

How Technology Innovations Are Improving Distracted Driving Data and Advancing Safety

April 8, 2024

This session, hosted in-person at the 2024 Lifesavers Conference on Roadway Safety, explored how technology helps assess crash rates caused by distraction, improve data collection and promote safer driving habits.

Watch the replay

ADAS webinar stillshot

ADAS in the Wild

September 13, 2023

Newer vehicles today are packed with sensors and technology. Learn more about Advanced Driver Assistance Systems (or ADAS) that aim to help drivers better react to danger on the road and partially automate the driving task.

Watch the replay

Joan Woodward live at the IIHS crash test site

Crash and Learn LIVE Edition with IIHS

June 14, 2023

The Insurance Institute for Highway Safety (IIHS) runs a state-of-the-art facility where researchers conduct a range of vehicle crash tests and publish their widely consulted vehicle safety ratings. The Travelers Institute brought our cameras in for a heart-pounding, live crash test, with commentary and real-time reactions from IIHS’ leading safety experts. 

Watch the replay  

Unfinished stories

This awareness campaign honors victims of distracted driving by bringing their unfinished stories to life, imagining what could have been.

Zaadii

Zaadii’s unfinished story

Zaadii is a young Navajo boy who was tragically killed by a distracted driver.

Among his greatest joys in life were stories of superheroes. In fact, at three years old, Zaadii was given a cape and decided he too was a superhero. We agree. Zaadii’s Unfinished Story is The Legend of Z-Hawk, a superhero who fights to protect the environment and all that is good in the world. With this comic book, we honor the memory of Zaadii, superhero.

Read Zaadii's comic here

Tools and resources

Are you driving under the influence of your phone? Take this quiz to test your knowledge about distracted driving and your phone.

red and grey icon illustrated icon of a person driving and looking at their phone

See how much distracted driving puts you and others on the road at risk.

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Collaborations

The Travelers Institute is pleased to join the Road to Zero Coalition in working to reduce traffic fatalities.

Road to Zero Coalition

Travelers is proud to sponsor the public television documentary "3 Seconds Behind the Wheel."

3 seconds behind the wheel

Reducing distracted driving is a community effort, and we appreciate the organizations that have supported this initiative.

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