Title: THINK! mobile phone campaign 2017
Organisation: Department for Transport
Date uploaded: 14th March 2017
Date published/launched: March 2017
The campaign comprised adverts on billboards, radio and social media, as well as a ‘hard-hitting’ video, developed in partnership with the AA Charitable Trust, for use in cinemas.
THINK! also produced stickers and other in-car merchandise to encourage motorists to put their phone away and out of reach while driving. These resources were distributed through partnerships with driving schools and car rental companies.
The new THINK! campaign also includes a 30” radio advert voiced by Channel 4’s F1 presenter, Steve Jones. The advert informs listeners about the tougher penalties and offers advice about where to put your phone while driving – the glove compartment.
One of the new videos, titled ‘Designated Driver - don’t text and drive’, will be used on social media. Lasting a minute, the video plays on the notion that ‘you’re twice as likely to crash text driving as you are drink driving’. The video is also available in a shorter 40 second format with subtitles.
The second video tells the story of three members of the Carvin family (father and two children) whose wife/mother was killed in a collision caused by a driver who was using their mobile phone at the time.
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