In recent years, a number of high fatality collisions in Ireland have been caused by drivers becoming distracted by their children in the back seat. We homed in on a very specific behaviour that we wanted to change – drivers turning around, while driving, to tend to their child. This led us to our concept, which tracks backwards through the life of a woman who is always looking back, with regret – to that single moment when she looked back while driving, with awful consequences.
