Mobile phones - detailed plans unveiled
The THINK! team has published more detailed plans for its mobile phone campaign.
As RSOs will know, legislation surrounding the use of mobile phones while driving will change on 27 February. The penalty for driving while using a hand held mobile will increase from £30 to £60, plus three points.
The four-phase, multi-media campaign to promote the new legislation will begin on 15 January. The strapline will continue to be 'switch off before you drive off'.
Details are as follows:
Phase 1 - Legislation (15 January - 27 February)
The key objective of this phase is to inform the public of the change in legislation. Media will comprise:
Press - a national campaign in titles including The Daily Mail, The Sun and Independent.
Radio - a national campaign using a 30 second ad focusing on the difficulty of doing two things at once. The campaign messages will also be integrated into radio programming.
PR - opportunities to work with partnership organisations are being explored and details will be publicised on the THINK! website (partnership page).
Online - forums are being developed with Yahoo! Answers, Guardian Online, The Sun and Auto Trader to encourage a monitored debate, and give viewers access to relevant information.
Click on the link to view full media schedules for press, radio and online campaigns .
Phase 2 - Social stigma and behaviour change (post 27 February)
The objective is to broaden the responsibility to include people on both ends of the phone - by encouraging callers to think before they make a call to someone on their mobile. Media will comprise:
Online - forums will continue as in phase 1, and there is also the possibility of a viral campaign.
PR - ongoing work with stakeholders and partners.
Phase 3 - Enforcement (Post 27 February)
The objective will switch to highlighting that offenders will be stopped and will receive three penalty points. Media will comprise:
Radio - a new commercial is being developed to communicate the enforcement message.
Online - forums will continue, but the debate will shift to how effective the law has been so far - and viewers will be able to post their experiences.
Phase 4 - case studies (spring/summer 2007)
The focus here is on raising awareness of case studies in which people have been stopped and possibly penalised for using mobiles. This element of the campaign will depend on close liaison with the police service, and further details will be available closer to the time.
For further information go to the RSO area at: www.thinkroadsafety.gov.uk 
04.12.06 - Too many motorists still flouting phone law - LARSOA
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