The THINK! team has created a set of new resources to be used by road safety officers and other stakeholders to dissuade drivers from using their mobile phone while driving.
The set of three A3 and A4 posters and an A6 postcard are aimed at all drivers, but particularly those aged 17-24 years who have the highest reported use of driving with a mobile phone.
The message is particularly focused on texting and use of social media, rather than making phone calls, in order to resonate with younger drivers and reflect the increase in use of smart phones.
The creative treatment sets out to influence driver behaviour by requiring people to actively engage with the posters to identify both images. By doing so, they are designed to allow the viewer to experience the effects of driving and using their mobile phone, and demonstrate that it’s hard to do two things at once. Effectively, the message is, “You can’t concentrate on the road and your mobile phone”.
The resources include an A6 postcard to be handed out to drivers, which explains the law around driving with a hands-free and handheld phone – and the penalties if caught using a handheld phone while driving.