Causewave Community Partners, formerly the Ad Council, is announcing new partnerships in the effort to combat distracted driving.
President and CEO Todd Butler says it's part of the "Yeah, You're That Distracting" initiative launched in 2012.
And after seeing a decline in distracted driving, Butler says the most recent study shows progress has stalled.
So they're trying a new tactic by putting the onus on the caller.
"So if you know that your spouse is likely driving home from work, and you think, oh we could use a loaf of bread, is it really worth putting them at 23 times greater risk of being in an accident by getting them to read a text message while they're driving," he said.
New partners in the campaign against distracted driving include the West Irondequoit School District, which is adding signs on campus, and is using two distracted driving simulators.
Superintendent Jeff Crane says they are pleased to join the next phase of this campaign.
"We all need to be reminded that we must pay attention to the road, and we always can call back and text later," we said.
New partners DeCarolis Truck Rentals and Isaac Heating and Air Conditioning have put stickers on hundreds of their vehicles.
Ray Isaac, president of Isaac Heating and Air Conditioning, says they have a fleet of 200 vehicles in the region.
"There's over 2 thousand, maybe 25 hundred mile every single day, so every single foot of every single mile presents a risk to our fleet and most importantly our drivers, our employees," he said.
Isaac says there's a zero tolerance policy concerning distracted driving at his company.
Causewave's Todd Butler adds since distracted driving effects all of us, then we all have a role to play, even it we're outside the car.