Published: 06 May 2009
It may be the last thing you ever do
The dangers of texting while driving are highlighted in a new THINK! campaign launched by Road Safety Minister Jim Fitzpatrick after research showed that 30% of young drivers admitted to texting at the wheel.
Using a mobile phone at the wheel is considered the second most unacceptable driving behaviour among motorists with 93% agreeing that texting while driving is dangerous. However, 12% of all motorists admit to texting while driving.
The new radio advert features a driver's voice spelling out a text message followed by the sound of a car crash.
Anonline 'driving challenge' game- which demonstrates how using a mobile at the wheel can completely distract the driver - is being circulated online via social networking communities & entertainment sites.
In addition, the shocking THINK! TV ad will be returning to our screens to remind callers to 'kill the conversation' as soon as they realise that someone is driving.
Jim Fitzpatrick said:
"It doesn't matter how good a driver you are, if you text while driving then you cannot be giving the road your full attention.
The message that mobile phones and driving should not mix is getting through to the majority of drivers but some people are still needlessly risking their own lives and putting others in danger for the sake of a text or a call.
"Our message to all drivers is simple: Don't use your mobile phone when you're driving."
Using a hand-held mobile phone while driving was made illegal in December 2003, while Section 26 of the Road Safety Act 2006 increased the fixed penalty for drivers using a hand held phone or similar device from 27 February 2007. The penalty rose from just £30 to £60 and 3 penalty points.
The same changes were made to the penalties for the offence of not being in a position to have proper control of a vehicle - a measure which can be used where a driver has been distracted by using a hands-free mobile phone.
If the police or the driver chooses to take a case to court rather than use a fixed penalty notice, the penalty on conviction is 3 points, discretionary disqualification and a maximum fine of £1,000 (£2,500 for drivers of vans, lorries, buses and coaches).
Post campaign tracking of the split screen campaign in February 2008 showed that:
· 83% respondents strongly agreed that a driver who is talking on a mobile phone can't concentrate properly on driving
· 84% strongly agreed that talking on a mobile phone whilst driving greatly increases the chance of an accident
· 75% strongly agreed that if they called someone and realised they were driving they would hang up
· Yearly observational surveys conducted by TRL found that hand-held mobile phone use by car drivers dropped by 35% between September 2006 and October 2008.
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