Arrive Alive says more awareness needs to be created around the dangers of cellphone distractions, other than texting and driving.
Recent research shows drivers are increasingly using their smartphones to take photos of themselves while driving, video-chat, watch TV and post to social media.
The variety of distractions has increased significantly in recent years, says Johan Jonck, Arrive Alive spokesperson.
"This speaks to society's obsession with cellphones, themselves and always having to be connected to what is going on in the virtual world," says Jonck. "Drivers need to be more disciplined."
In 2012, the UK-based Institute of Advanced Motorists (IAM) did a study that revealed using a smartphone while driving is even more dangerous than drinking and driving. It showed drivers react much more slowly when using their phones, have difficulty staying in the same lane and are less likely to adapt in even slow-changing circumstances.
MasterChef addict
Last week, a woman in the UK was caught [disclaimer: profanity in video] by another motorist, watching the series MasterChef on a mounted tablet while driving.
Jonck says this behaviour is completely unacceptable. "My fear is that people feel they are getting better at managing their distractions, fooling themselves into thinking this behaviour is okay when they are actually endangering the lives of others."
The National Road Traffic Act Regulations prohibit people from using a communication device while driving. It is illegal for drivers to:
* Hold their phones while driving.
* Use their phones when the car is stationary but the engine is running, such as at traffic lights.
* Take photographs while driving, browse the Internet or use social media while driving.
Jonck says fines range from R250 to R1 000, and if caught, cellphones will be confiscated by law enforcement.
In Cape Town this week, it was reported nearly 10 000 cellphones were confiscated from drivers by authorities since implementation of the prohibition in 2012. Drivers have to pay a R500 fine to get their phones back, and there are still over 2 000 phones unclaimed.
This year, Arrive Alive ran an advertising campaign that posed people who text and drive as killers. "People who text and drive are 23% more likely to be in an accident than other drivers," says Jonck. "Our aim was to convey that when you text and drive, you are a danger not only to yourself, but to others too."
Selfie-obsessed
Recent research by IAM reveals the shocking extent to which drivers use their phones and tablets to take selfies, make video calls and watch videos while driving.
IAM surveyed 500 drivers, aged 18 to over 55, on how they use their smartphones and tablets in the car.
Results from the study show:
* Nine percent of drivers admitted to taking a selfie while driving in the last month. This increases to 15% of drivers aged 18-24 and 19% of the 25-35 year-olds.
* Eight percent admit to driving while using a video-calling app like FaceTime and Skype to make and receive video calls, with 16% among 18-to-24-year-olds.
* Seven percent of drivers admit to watching videos and streaming TV on the road; 13% of drivers aged 18-24 do this; and 15% of 25-32-year-olds.
* Eighteen percent have accessed the Internet using their smartphone or tablet, rising to 27% of those aged 18-24, and 34% aged 25-34.
"Everyone knows how dangerous using a smartphone or tablet is while driving. That's why it's shocking to see new trends, like taking selfies and making video calls, becoming common practice," says Sarah Sillars, IAM CEO.
"Campaigns must also be introduced that raise awareness of the prevalence of the issue in society and make this behaviour as socially unacceptable as drink-driving."
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