Multi-tasking drivers who chat on their cellphones, eat a snack, or apply their lipstick are a safety concern to 89 per cent of Canadians, according to a poll released on Thursday by the Insurance Bureau of Canada.

But while many people may express concern, few are willing to do anything about it, the IBC said. The same poll found that about 60 per cent of drivers said they would not give up their cellphones, even when told that driving while talking on a phone makes a person four times as likely to be involved in a crash.

"What we were surprised to find through this study was that experienced drivers appear to be just as affected by the use of cellphones as a distraction as were novice drivers," Mark Yakabuski, an IBC vice-president, told a news conference in Toronto during the launch of a $4-million educational campaign.

Cellphones tip of the iceberg

The campaign includes a national ad campaign and an online simulator that show how distractions affect a driver's concentration.

While some advocates have been pushing provincial governments to introduce legislation banning cellphones from cars, Yakabuski says phones are in fact the tip of the multi-tasking iceberg.
 
"Whatever legislation might accomplish, it probably cannot touch the full gamut of distractions that are out there," he said, referring to low-tech diversions including newspapers, food and makeup, as well as electronic gadgets such as DVD players and PDAs.

The use of handheld phones while driving is prohibited only in Newfoundland, although the law does allow drivers to use hands-free headsets.

At least 14 countries have banned drivers from using cellphones, including Australia, Belgium, Brazil, Britain, Chile, Israel, Italy, Japan, South Africa and Spain.

In November 2001, New York became the first state in the U.S. to ban the use of handheld cellphones by drivers.