The National Highway Traffic Safety Administration (NHTSA) announced Tuesday it will launch a new $1.25 million media campaign to educate drivers on the safety benefits of advanced driver-assistance technologies in newer vehicles.
The agency said its research shows that many American drivers were not aware of the benefits the new technologies provided them or even how they work. The agency said the campaign will help fill in the gaps for drivers, reduce crashes, and save lives.
“Vehicles equipped with lifesaving technologies can prevent or reduce the severity of a crash, but they are most effective when drivers learn how to use them,” said Dr. Steven Cliff, NHTSA’s Deputy Administrator. “NHTSA is ensuring that vehicle manufacturers and developers prioritize safety while they usher in the latest technologies – and that the public understands their capabilities and limitations.”
The agency’s campaign will start by highlighting advanced driver-assistance technologies, like blind-spot intervention, rear automatic braking, lane-keeping assistance, and automatic high beams.
NHTSA’s said it will also update its webpage to build public understanding about automated driving systems and other technologies.
As part of its safety agenda, the agency said that it encourages both the auto industry and the public to adopt new safety technologies to help save lives. Through a robust rulemaking agenda, responsible industry oversight, and providing the public with critical information, the agency said it hopes to help the public when buying and driving new and used vehicles.