Drivers who use mobile phones are being targeted in a new campaign from the Transport Accident Commission.
Victorians are being warned that "when you're on your phone, you're driving blind" as part of the campaign.
It highlights that just a two second glance to a mobile phone means a driver is travelling blind.
Mobile phones are a key factor in fatal and serious injury crashes across Victoria.
TAC lead director of road safety Samantha Cockfield said the organisation's research shows a lot of people touch their phones while driving.
A TAC survey of 1742 Victorians showing that among licence holders aged 18 to 60 years, one-third said they had used mobile phones illegally while driving.
"The thing for us really is where people are admitting to touching and looking down at their phones," she said.
"Whether it is for texting, answering a call or whatever. They are touching their phone."
Ms Cockfield said drivers touching mobile phones was a major issue for the TAC.
"Once you take your eyes off the road, you're really driving blind," she said.
"If you think of even just travelling 50km/h for two secs with your eyes off the road, (you travel) more than the length of a swimming pool."
A television ad produced for the campaign shows a young man driving in a suburban street who is distract by a message on his phone.
When he glances down at it, another version of the man cover his eyes with his hands.
"This new campaign shows that you don't have to be making a phone call or sending a text for your phone to distract you from driving," TAC chief executive Joe Calafiore said.
"Driving requires your full attention so cutting out the distractions is the best way you can keep your concentration on the road and make every journey a safe one."
The campaign was launched on the same day experts met in Melbourne for the Victorian Road Safety Summit.
It will addressed Victoria's soaring road toll which stands at 137 this year, compared to 88 at the same time in 2018.
Minister for Roads, Road Safety and the TAC Jaala Pulford helped launch the campaign on Friday.
"We've seen a tragic start to the year on our roads this year," she said.
"This new campaign highlights one of the key ways Victorians can help make our roads safer for all road users."
The Australian Road Safety Foundation released research that said drivers are admitting to taking too many risks on the road. The new research was part of the ARSF's Fatality Free Friday campaign.
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