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Top 6: March 26th 2014
Interactive
RAC: Attention Powered CarTop 6: March 26th 2014
Inattention is implicated in a phenomenal 46% off all serious injuries and deaths on Australian roads. Despite this, there was very little awareness, research or media coverage on the subject. The Royal Automobile Club (RAC) in Western Australia created a vehicle to promote this issue - the world's first Attention Powered Car, using a neuro-sensory headset, custom soft wear and the first ever algorithm to calculate what a moment of inattention looks like. Agency: JWT Sydney, Perth.
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