Safer Roads for Cumbria used a Bluetooth powered proximity marketing device to beam safety messages as part of the DfT’s new seat belt campaign.
Kevin Tea, communications manager, said: “The device transmits a message to all Bluetooth enabled phones within a set distance and asks them if they want to receive a message from Safer Roads for Cumbria.
“If they accept, a small animated graphic is transmitted to the device which they can watch, save and transmit later as a MMS message to friends.”
The device was located at sites in Carlisle where drivers could not pick up the signal. It transmitted a graphic telling motorists, ‘Cuddle your kids at home – belt them in the car. Always wear your seatbelt’.