A local juggler joined road safety officers in helping to mark a new THINK! Campaign launched today by Road Safety Minister Jim Fitzpatrick, which highlights the grave cost of using a mobile phone while driving.
The £1.5m campaign, featuring a new radio advert as well as the hard-hitting television advert launched last year, will remind drivers to switch off before getting behind the wheel. It is timed to coincide with the first anniversary of the introduction of tougher penalties for using a mobile phone when driving.
The regional launch took place at Hills Road Sixth Form College in Cambridge, where students had a chance to discover firsthand how difficult and reckless it is to 'juggle' too many things at once. New drivers and young people represent some of the key offenders in driving while using a mobile phone.
Lorraine O'Gorman from the GO East Transport Team said:
"Mobile phones have become a part of everyday life, and with today's sense of urgency, they can easily be abused and cause major problems. Trying to juggle more than one thing at a time is exceptionally dangerous. Many accidents on our region's roads are down to people driving while talking on a mobile phone, or even texting.
"The message of this campaign is simply - 'Switch off before you drive off'".
Speaking at the event, Debbie Maith, Road Safety Officer for Cambridgeshire County Council, said:
"If you're driving it's much safer to switch the phone to the messaging service and to pull over in a safe place at regular intervals to collect messages. Remember, responsibility for the safe control of a vehicle always rests with the driver.
"Callers also play an important role in keeping the roads safe. If the person you are speaking to is driving, please arrange to speak to them later and end the call."
Recent research showed a 40% reduction in the number of car drivers seen using hand-held mobiles at the wheel between September 2006 and August 2007. Just 1% of car drivers were observed using a hand-held mobile while driving, compared with 1.7% in 2006.
Jim Fitzpatrick said:
"Talking on a mobile phone when driving is distracting and affects your ability to react to dangerous situations, making you four times more likely to have a crash.
"That is why we increased the penalty for illegally using a mobile when driving to three penalty points and a £60 fine. Our latest research shows the message is getting through to drivers but some people are still needlessly risking their own lives and putting others in danger for the sake of a phone call. I urge all drivers to switch off or go to voicemail before they drive off."
