Title: THINK! mobiles campaign (March 2018)
Organisation: Department for Transport
Date uploaded: 14th March 2018
Date published/launched: March 2018
More than 26,000 motorists – including 500 novice drivers who had their licences revoked – have been caught using a mobile phone since tougher penalties came into force.
To mark the first anniversary of the introduction of the new penalties, THINK! launched a new campaign highlighting the chances of being caught, which comprised a series of adverts on radio, social media, on demand video and in shopping centres.
This campaign is part of the DfT's ongoing campaign to raise awareness of the dangers of using a mobile phone while driving.
The campaign's key messages are:
• Since 1 March 2017, more than 26,000 drivers have received 6 points for holding and using their phone while driving
• It’s more dangerous than you think to use your phone while driving
• Make the glove compartment the phone compartment
Campaign resources include:
• A3 poster, using the headline ‘Make the glove compartment the phone compartment' to encourage drivers to put their phone away.
• Case study film which tells the story of Zoë Carvin who was killed 12 years ago by a driver texting on his phone. Zoë’s husband, Paul, and their children, Emily and Ben, describe the impact that a single text had on their life.
• Radio advert, “Your number’s up” which repeats the messaging on the outdoor posters, highlighting the number of people that have been caught using their phone in the last year, and encouraging drivers to put their phone away to avoid the same fate.
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