We know not to place phone on ear when driving, because a RM300 fine is just a hiding cop away. Texting while driving isn't the easiest of tasks to pull off with touch screens (or is it just me?), and it's obviously very dangerous, so we don't do that either. But how about reading group chat updates, or glancing at Instagram and Facebook posts?

American telecommunications company AT&T has come up with a campaign called It Can Wait. No, it's not about abstinence, but getting motorists to pledge to keep their eyes on the road, and not on the phone. They've even developed an app, AT&T DriveMode, which silences message alerts and auto-replies when driving to let friends and family know you can't respond.

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Over seven million have pledged to not text and drive, and that can only be a good thing. But as the video above shows, something a lot less attention-sapping as texting can potentially lead to disaster. It's a realistic slice of life that's highly relevant in Malaysia as well - cute Instagram post, whether to tapau or eat out; we're always being "asked" to respond in a jiffy.

Whatever it is, it can wait. Won't be easy, just like with every other addiction, but we need to drill that line in and keep the phone out of sight. Stay safe on the roads, folks.