SAYREVILLE - Many claim to understand the dangers of texting and driving, but experts say many drivers ignore the risks, and now an insurance company is stepping in.

After a court ruling this week in New Jersey, the sender of text messages involved in distracted driving accidents could be held accountable, if the sender knew the recipient was driving at the time.

The ruling comes after a lawsuit involving a New Jersey couple injured when their motorcycle was struck by a driver reading a text message.

Insurance company Plymouth Rock Assurance, is trying an online contest asking for pledges to safe driving. "There's a cultural change we have to help lead people through so that this type of behavior goes away," says CEO Gerry Wilson.