Three years after losing their son, Graeme and Trudie Lowndes are calling on road users to train all their focus on the task at hand.
Whether road users are driving or riding, the grieving family's request is simple: Stay off your phone.
And they're not alone, with an international campaign today marking the anniversary of the crash that took Jason Lowndes' life.
"We all know what's right. We've just got to do it," Mr Lowndes said.
The ripple effects from a fatal crash on this day, three years ago, are still being felt near and far from Bendigo, Victoria.
But family and friends of beloved cyclist Jason Lowndes are hoping they can prevent further road trauma by driving home a simple message:
If you're using the roads, stop using your phone.
Lowndes' parents, Graeme and Trudie, are among the ambassadors for a global 'Don't text and drive' campaign, led by Olympian and businessman Louis Garneau.
Days after what would have been their son's 26th birthday, and on the eve of the anniversary of his death, Mr and Mrs Lowndes urged road users to prioritise safety and put down their devices.
"It can wait," Mrs Lowndes said.
"A life is more important."
Lowndes lost his life during a training ride on Sedgwick Road in Mandurang.
Family and friends have started a number of initiatives aimed at honouring his memory and making the roads safer for cyclists and motorists to share.
But Lowndes' parents had all of the cyclists who had died on the region's roads in their thoughts as they advocated for the 'Don't text and drive' campaign.
They were hopeful addressing driver distraction would save lives and prevent trauma.
"Your actions can destroy someone's life, as well as your own," Mr Lowndes said.
He expressed frustration at how many people still used their phones while using the roads.
While the campaign directly names texting, the Lowndes family wanted people to cease all phone use while on the roads, including capturing videos for social media.
"It's a common problem all over the world," Mr Lowndes said.
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Garneau, who is based in Canada, said he was concerned by the number of crashes still resulting from driver inattention and phone use.
He pleaded with people to drive safely, not to text and to keep their eyes on the road at all times.
Involvement with Garneau's racing team helped Lowndes on his path to success, in what was a promising and successful career.
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The jersey for the 'Don't drive and text' campaign honours Lowndes' colours, while reflecting the road safety message.
Ideally, those involved in the campaign would like to see people becoming less reliant on their phones, challenging them to be without their devices for the day.
Garneau has named December 22 'Don't drive and text' day.
Mr Lowndes rode past the crash site for the first time in three years on Saturday while leading a ride in tribute to his son, called 'Lollies for Lowndesy'.
"It was an honour to be asked to do that," he said.