“Drive in the Moment” International campaign successfully rolled out in Bosnia and Herzegovina

The Bosnia and Herzegovina Automobile Club (BIHAMK) has successfully implemented the ‘Drive in the Moment’ campaign with the support of the FIA Safe and Sustainable Mobility Grants Programme, funded by the FIA Foundation.

Distracted driving is a major issue in Bosnia and Herzegovina. A recent BIHAMK survey showed that 89% of drivers use mobile phones while driving ­— a behaviour that significantly increases the risk of crashes.

This result is particularly concerning as a 2023 road safety report showed a 10.9% annual increase in road traffic crashes, totalling 35,148 incidents, with 255 fatalities and over 10,000 injuries.

As a reaction to that, BIHAMK engaged with the country’s Ministry of Internal Affairs and collected data on the number of fines for improper mobile phone use. This further highlighted the urgent need for raising awareness and behavioural change on this issue.

With the ‘Drive in the Moment’ campaign  — which was first developed by the Australian Automobile Association (AAA) in 2021 — BIHAMK gave users a tool to tackle distracted driving, particularly the use of mobile phones behind the wheel.

Those signing up for the campaign got access to an interactive plan builder — enabling them to develop their own personal road safety plan — and behavioural guidance to help change unsafe driving habits.

Since its launch on 29 August, BIHAMK has already seen the success of the campaign, with nearly 9,100 users accessing the website.

More information is available here.