The South Yorkshire Safer Roads Partnership is using a series of unusual scenarios to encourage drivers to think twice about picking up their mobile phone while at the wheel.
The campaign asks drivers whether they would use their mobile phones in a range of scenarios, including at a funeral, during a minute’s silence or when being confronted by a grizzly bear.
It comprises radio adverts, digital billboards and targeted social media advertising.
Joanne Wehrle, manager of the South Yorkshire Safer Roads Partnership, said: “Using a handheld mobile phone while driving or riding is both dangerous and illegal yet we continue to see people risking their life and the lives of others on a daily basis.
“These same people wouldn’t dream of answering their phone at a funeral or during a minute’s silence yet they would happily text or chat on their mobile while behind the wheel.
“We know that we live in a world where people are addicted to their phones and live their lives through social media but distractions while driving can be fatal.
“There’s a time and a place for a handheld mobile and driving is not one of them. There really is no excuse.”
The campaign is being underpinned by increased enforcement activity from South Yorkshire Police, which got underway on 16 March.