The Department of Institutions, through the project Safe roads, launched today, November 3, the prevention campaign “Am I distracted? No thanks!”. Made in collaboration with the Cantonal police, Municipal police and with the support of Road Safety Fund, the initiative focuses on one of the main problems of traffic: distraction.

In 2024, accidents occurred on Ticino roads 3,901 accidents, a fact that confirms the need to continue investing in awareness and prevention. According to theAccident Prevention Office (UPI), distraction remains among the most frequent and dangerous causes, especially due to the improper use of cell phones while driving.

In the last year alone, authorities have recorded over 4,200 violations related to smartphone use. Phone calls, text messages, navigation, or simple routine tasks like drinking or adjusting the radio: a moment of inattention is enough to compromise your own safety and that of others.

The "Am I distracted? No thanks!" campaign

The aim of the initiative is clear: strengthen the culture of road safety and to demonstrate that concentration behind the wheel is the first act of responsibility. The campaign addresses all road users—motorists, cyclists, and pedestrians—and does so in a direct but not moralistic tone.

The protagonist of the communication materials is Mix Distraction, an ironic character who represents distraction and tries to “disturb” the driver, becoming the symbol of the small daily temptations that put safety at risk.

The campaign is being developed across several channels:

  • Billboard e paper materials such as flyers and stickers distributed throughout the country;

  • Three short films which tell realistic episodes of motorists and cyclists caught in moments of distraction;

  • An interactive quiz available on the site, to test your level of attention and knowledge of good practices;

  • Social content published on the official profiles of the Cantonal Police;

  • Information flyers, available at police stations and distributed during prevention checks.

Behaviors that save lives

The call for caution translates into simple daily actions. Among the main recommendations:

  • Keep your eyes on the road, because even just one second of distraction can be enough to cause an accident;

  • Activate “airplane” mode or turn off notifications before starting to move, whether by car, bicycle or on foot;

  • Set up the navigator and adjust the vehicle functions before setting off;

  • Stop safely in case of necessity.

A shared commitment is needed

The message coming from the Department of Institutions and the Cantonal Police is simple but strong: Road safety is a collective responsibilityEvery prudent behavior contributes to making the roads safer and protecting the lives of those who travel.

With “Am I distracted? No thanks!”, the authorities reiterate their willingness to act not only in terms of controls, but also in terms of prevention and civic education, promoting a cultural change that puts concentration at the centre of the driving experience.

Further information materials and the distraction quiz they are available on the official website.