Drivers who continue to use their smartphones while driving are being targeted by the Capital Regional District with a new eyebrow-raising public awareness campaign.

Crotches Kill is the brainchild of the CRD Traffic Safety Commission, targeting drivers who leave their smartphones on their laps in an attempt to fool police officers.

“Everyone who sees you looking at your crotch knows exactly what you’re doing, and it’s stupidly dangerous,” said Staff Sgt. Frank Wright, head of the Integrated Road Safety Unit.

The campaign, which includes TV and radio ads, urges crotch-texting drivers to “wise up, and eyes up,” and to put smartphones and tablets out of reach before driving.

Distracted drivers leads to 94 deaths on average across the province every year, according to ICBC numbers.

Looking away from the road for even a few seconds can lead to collisions with other vehicles, cyclists and pedestrians, Wright said. It will also net you a $167 fine plus three ICBC penalty points.