The results can be catastrophic in seconds.

Police in Vancouver are stepping up their enforcement of distracted drivers throughout the month of September.

Almost 90 people a year die in distracted driving-related crashes each year in B.C., about a third of them in the Lower Mainland.

Lindsay Mathews at ICBC said that while campaigns to combat drinking and driving seem to be having a lot of success, it has been tough to get the message across about the dangers for everyone on the road with people using their phone while driving.

According to ICBC, an estimated one in four deaths on B.C. roads involves distracted driving, which is the leading cause of crashes with pedestrians, cyclists and motorcyclists. “We know our penalties are too low -thousands of British Columbians stated as much during our month-long consultation – and our government is going to fix this”, said Attorney General Suzanne Anton in a statement.

To kick off their campaign, the Vancouver Police Department rolled out a smashed SUV covered in cell phones representing distracted driving fatalities. “We’d have to look at the driver’s view was obstructed or passenger obstructing someone’s view or driving without due care and attention… those types of offenses”.

“If you choose to drive distracted and put others’ lives at risk, police will catch you”, said Somerville. ICBC road safety coordinators will also be visiting community events with a driving simulator the public can try. This month, police officers will be at roadsides across B.C. looking for people on their phones, putting on makeup, eating or even driving with a dog in their lap.

Supporters can also take a stand against distracted driving and encourage others to do the same by picking up a free decal to display on vehicles from ICBC licensing and Autoplan offices.

The campaign features advertising on radio, TV, and through digital platforms online.

“Distracted driving is quickly becoming one of the leading causes of deaths on our roads”, Montague said.