**Driver Distraction Linked to 11 Road Deaths in 2025, New Campaign Launched**
In a concerning revelation, police statistics indicate that driver distraction, particularly due to mobile phone use, was responsible for 11 of the 45 road fatalities recorded in Cyprus in 2025. This alarming trend has prompted authorities to take action, leading to the launch of a new awareness campaign aimed at reducing such incidents.
The campaign, titled "How Many Scrolls is a Life Worth? None. Hold the Wheel," is organized by the insurance company Anytime in collaboration with the traffic police’s prevention and awareness office. The initiative seeks to highlight the dangers of using mobile phones while driving, a behavior that has been linked to over 31,000 reports of mobile phone use behind the wheel over the past three years.
Traffic director Charis Evripidou emphasized the severity of the issue, stating that mobile phone usage and driver distraction have consistently ranked among the leading causes of road collisions. He noted that studies conducted internationally suggest that using a mobile phone while driving could be even more hazardous than driving under the influence of alcohol, as it diverts a driver’s attention from the road for critical seconds.
Evripidou pointed out that in 2026, driver distraction remains the leading cause of fatal collisions, with more than five deadly crashes already attributed to inattentive driving this year. He highlighted that last year alone, more than 17 fatal collisions were associated with driver distraction.
The statistics reveal a troubling pattern: of the 45 road deaths in 2025, nine were pedestrians, eight were individuals under the age of 25, and three were cyclists. This data underscores the vulnerability of certain road users and the urgent need for increased awareness and preventive measures.
The campaign aims to reach a broad audience through various channels, including roadside advertising, radio spots, and a social media initiative featuring road safety ambassadors Andreas Aravis and Katerina Agapitou. Additionally, awareness events will be organized at military camps, universities, and major public gatherings, such as the Larnaca Marathon.
Kaiti Alexandrou, chief executive of Interamerican Cyprus, expressed the profound impact of traffic accidents on families and communities, stating that behind every fatality lies a human life forever altered. She emphasized that mobile phone use while driving is not merely a bad habit but a preventable choice. The campaign aims to encourage drivers to prioritize safety by putting their phones aside while on the road.
Evripidou also noted that given the generally short distances involved in journeys across Cyprus, there is little that cannot wait until a driver reaches their destination. He urged drivers to consider the potential consequences of their actions and to make responsible choices while behind the wheel.
As the campaign unfolds, authorities hope to see a significant reduction in road accidents linked to driver distraction, ultimately fostering a safer driving environment for all road users in Cyprus.