Insurance company highlights Anti-Distracted Driving Act in new ad

MANILA, Philippines — A video advertisement for a Filipino insurance company is recently gaining attention after surprising viewers with its abrupt ending.

Fortune Life's new campaign shows a woman who is about to cross the pedestrian lane get hit by a speeding car while a distracted driver is behind the wheel, texting.

The insurance company aims to reinforce the Republic Act 10913 or the Anti-Distracted Driving Act which was implemented in May 2017, after more and more Filipinos die of road incidents every year.

A total of 434 persons died in 423 fatal accidents with human error as the leading cause, which the Metro Manila Accident Recording and Analysis System defines as different forms of negligence and physical challenges or distractions, According to a report by the Metropolitan Manila Development Authority.

"It only takes three seconds for a driver's attention to be diverted for a crash to occur. We can't talk about this lightly. We have to hit hard because it threatens the commuting public whose families have no way of coping or fighting back against these kinds of incidents," said Evelyn Carada, Fortune Life’s executive vice president and general manager.

The campaign's slogan also speaks volumes: "Life hits harder when you're unprepared," with the call-to-action, "Let's change the ending" driving home the message that it's better to be prepared for life's risks and uncertainties.

ADDA restricts and penalizes the use of mobile phones and other electronic devices while driving on any public thoroughfare, highway or street in the country.

The ad is posted on Fortune Life’s Facebook page.