The My Red Thumb campaign, designed to raise awareness of the risks of using a mobile phone whilst driving, is today (12 May) holding its second annual awareness day.
Developed in the UK by Devon County Council’s road safety team, My Red Thumb sets out to reach as many road users as possible through the use of social media and to use behavioural change techniques to encourage people to change their habits.
The original idea came from a similar campaign in the US which encourages drivers to paint their thumbnail red as a reminder not to use a mobile while driving.
This year, #MyRedThumb has used Thunderclap, a crowdspeaking platform, to propel its message onto social media. With the tweet scheduled to be published at 12.30pm, the campaign has 464 backers with a social reach of more than 400,000 users.
Partners involved in the awareness day include Devon County Council, Devon & Somerset Fire & Rescue, Devon & Cornwall Police, Torbay Council, Peninsula Trauma Network, South Western Ambulance Trust, Learn2Live Partnership, Devon Air Ambulance, The Honest Truth Partnership and the Highways England.