THINK! pink kittens when you are driving
The directors behind the video for the hit song Happy have teamed up with THINK! for its latest road safety campaign. The campaign is aiming to cut the numbers of people killed or injured by drivers using mobile phones.
The ‘We Are From LA’ directed video will run online, in cinemas and on social media.
It is in the style of a music video with an edgy soundtrack from celebrated musician Aphex Twin. It uses pink kittens to highlight how much drivers miss if they are looking at their handheld phone.
If a driver travelling at 30mph glances at their phone for only 2.3 seconds, they miss 100 feet of road. This is the length of a Boeing 737.
Road Safety Minister, Jesse Norman MP, said:
“We have some of the safest roads in the world, but we are always looking at ways to make them even safer.
“But the awful truth is that tens of thousands of drivers are still flouting the law and endangering others by using a handheld mobile phone at the wheel.
“This eye-catching advert demonstrates how dangerous looking at your phone for just 2 seconds can be, and the devastating impact it can have on other road users.”
Penalties were doubled
Penalties for using a handheld mobile while driving were doubled in March 2017. It is now a £200 fine and 6 penalty points.
This means that drivers who are caught twice face a lengthy ban. As well as a possible £1,000 fine.
New drivers have a harsher penalty
New drivers (passed their driving test within the last 2 years) face having their licence revoked if caught just once.
Since 1st March, more than 15,000 fines have been issued to drivers using a handheld phone.
This approach is a break from the normal hard-hitting THINK! campaigns as it is proven to be more effective at influencing the target audience.
Which is those aged 17 to 34 as this age group is three times more likely than over 35s to use a handheld mobile while driving. The current 4-week campaign also includes 2 radio adverts.
Set your phone to silent when driving
THINK! is urging smartphone users to set up thier phones as that they are not disturbed while driving. Android users can download the Car Mode app. The iPhone has a drive safe mode, which detects when you’re driving, and silences incoming calls and messages.
RAC road safety spokesman, Pete Williams said:
“The RAC’s latest research reveals that the problem is still at epidemic proportions with a hard core of drivers persisting in texting, talking, tweeting and even taking photos at the wheel.
“We therefore welcome THINK!’s thought-provoking video, which highlights the dangers of a 2-second glance at your phone while driving.
“Motorists risk a collision with potentially fatal consequences which could change their life, and the lives of others, forever.
We hope that this will help persuade more drivers to put away their handheld mobile phone for good when driving and be phone smart.”
National Police Chiefs’ Council Lead for Roads Policing, Chief Constable Anthony Bangham, said:
“Driving while distracted by a mobile phone is completely unacceptable and puts everyone on the roads at risk of serious harm.
“Police are making use of the tougher penalties to clamp down on this dangerous behaviour – but we have to be clear that when you get behind the wheel it is your responsibility to stay focused and alert.
“As this campaign makes clear, it only takes a few seconds of distraction to change lives forever.”