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Cars are getting safer and safer. They are increasingly equipped with increasingly better safety-enhancing technology such as lane-assist, adaptive cruise control, collision avoidance, emergency braking assist, and so on. The paradox, however, is that all these innovations don’t necessarily lead to safer driving. Because drivers of a car with such extensive safety equipment often have a false sense of security. As a result, they pay less attention and - often unconsciously - rely too much on their car's technology. Which sharply increases their reaction time.

Studies show that we’re up to twice as likely to drive inattentively when using advanced driver assistance systems such as adaptive cruise control and lane assist. Estimates also show that distraction plays a role in up to 25% of fatal road accidents.

The organisation ‘Parents of Road Victims’ and Happiness want to raise awareness on this paradox and urge drivers to stay attentive, through a moving radio campaign, with radio spots that sound like stereotypical car advertising. But, here’s the twist: each spot was voiced by a parent who lost a child in traffic, despite a car with extensive safety equipment. They want you to remember one thing: ‘Stay attentive. Always.’