A timely safety issue.

Soaps.com has learned that “The Bold and the Beautiful” teamed with the National Highway Traffic Safety Administration (NHTSA), a division of the U.S. Department of Transportation, on their current storyline about distracted driving, which kills or injures hundreds of thousands of Americans each year. On the Wednesday July 5 episode of “The Bold and the Beautiful” Coco and RJ’s joyride ended badly after Coco attempted to answer a text while driving and took her eyes off the road, resulting in a near-miss with an oncoming vehicle on a bend that left RJ unconscious. On today’s episode, Brooke spoke to the teens about the deadly implications of distracted driving and impressed upon them the need to keep themselves and others safe on the road by putting the phone down.

“B&B” is known for their socially conscious storylines, and the texting and driving story is no exception. Head Writer and Executive Producer Bradley Bell stated, “Texting while driving is a serious and problematic trend that is on the rise, not just with millennials, but also with adults. We thought that the time was right to share this important story and the possible consequences distracted driving may have with our viewers.” Together with the National Highway Traffic Safety Administration, “B&B” created the following ‘CBS Cares’ PSA, about which Susan Gorcowski, Associate Administrator of Communications and Consumer Information at the NHTSA, said, “Teen distraction is a deadly problem in the U.S., and the National Highway Traffic Safety Administration is thrilled to work with CBS to get this message to the public in such a creative way.”

Follow Soaps.com on Twitter and Soaps.com on Facebook, and Soaps.com on Instagram.

Photo credit: Jill Johnson/JPI

– Candace Young