...and THINK! publishes mobiles campaign update

The THINK! team has issued a further update on the progress of the mobile phone campaign.

Phase 1 of the campaign started on 22 January with press, radio and online advertising. The team says the response has been extremely positive and resulted in increased requests for further information.

Phase 2 (post 27 Feb) will broaden responsibility for safe driving by engaging the caller.

As a result of last minute funding, a TV commercial has been introduced into the marketing mix - which will raise the profile of this campaign to that of other THINK! campaigns such as speeding, drink driving and motorcycling.  

The commercial, 'Split screen', shows a wife absent-mindedly calling her husband on his mobile phone - and the repercussions. The advertisement highlights the social unacceptability of calling a driver/answering a call while driving, and ends with the line 'Think. The moment you know you are driving, kill the conversation.'

The TV campaign, which will run in place of a planned seatbelt campaign, will be aired on ITV, C4, Five and satellite channels between 5-18 March.

In phase 3 the focus switches to enforcement - by promoting the message that the police will stop drivers. A national radio campaign will run 27 February - 18 March inclusive.  

For further information visit www.thinkroadsafety.gov.uk and click on the RSO area.

29.01.07 - Phone campaign swings into action

29.01.07 - The ultimate penalty for driving and phoning

29.01.07 - Pay as you go, campaign reminds drivers