The Abbotsford Police Department has released another message aimed at educating the public and eliciting discussion on the topic of road safety.
Their latest poster addresses two of the biggest issues resulting in road casualties: distracted driving and impaired driving.
"Those injuries and deaths impact individuals, families and the community as a whole," said Const. Ian MacDonald.
The poster features the message, "Research shows that using a cell phone while driving is like driving while drunk."
It shows a smashed cell phone beside a roadside screening device displaying the "fail" message.
At the beginning of this year, the APD made road safety its top priority as part of its strategic plan for 2013 after a year that saw nine vehicle-related fatalities and 480 crashes resulting in injuries.
MacDonald said that, socially, there is little tolerance for impaired driving, but distracted driving has not achieved the same level of social disapproval, despite both resulting in preventable collisions.
"Both distracted driving and impaired driving detract from the complex primary task of driving," he said.
The APD released other posters earlier this year with a similar focus on staying alert while driving.