"What kind of driver are you raising?" That's the central question of "Strings," a new PSA from Australia's Transport Accident Commission -- a government-owned organization that funds treatment and support services for people injured in transport accidents.
The ad shows a little boy pretending to drive a car. While he starts out with innocuous motions like turns and gear shifts, his driving behavior soon worsens as he checks his phone, avoids a collision, and shouts angrily at another invisible driver. A slow pan outward shows that the little boy is in fact mimicking his father's actions in the driver's seat.
The TAC states the message of this PSA in the video caption. "Positive role modelling by parents of 5-12 year olds has the potential to have a huge influence on their child’s future driving behaviour," it states, highlighting the importance of "instilling safe driving behaviors and attitudes from a young age."
It's an eye-opening and important message.