WIREDGOV

Motorists warned of the dangers of texting at the wheel

DEPARTMENT FOR TRANSPORT News Release (057) issued by COI News Distribution Service on 1 May 2009

The dangers of texting while driving are highlighted in a new hard-hitting THINK! campaign launched today by Road Safety Minister Jim Fitzpatrick after research showed that 30% of young drivers admitted to texting at the wheel.

Using a mobile phone at the wheel is considered the second most unacceptable driving behaviour among motorists with 93% agreeing that texting while driving is dangerous. However, 12% of all motorists admit to texting while driving.

The new radio advert features a driver's voice spelling out a text message followed by the harrowing sound of a car crash.

An online 'driving challenge' game - which demonstrates how using a mobile at the wheel can completely distract the driver - is being circulated online via social networking communities and entertainment sites. In addition, the shocking THINK! TV ad will be returning to our screens to remind callers to 'kill the conversation' as soon as they realise that someone is driving.

Jim Fitzpatrick said:

"It doesn't matter how good a driver you are, if you text while driving then you cannot be giving the road your full attention.

"The message that mobile phones and driving should not mix is getting through to the majority of drivers but some people are still needlessly risking their own lives and putting others in danger for the sake of a text or a call.

"Our message to all drivers is simple: Don't use your mobile phone when you're driving."

The new radio advert will launch on Monday 4th May and is particularly targeted at young drivers.

Notes to Editors
1. The THINK! campaign runs from Monday 4th May until Sunday 31st may and includes a mix of TV, radio and online activity.

2. Using a hand-held mobile phone while driving was made illegal in December 2003. Section 26 of the Road Safety Act 2006 increased the fixed penalty for drivers using a hand held phone or similar device from 27 February 2007. The penalty rose from just £30 to £60 and three penalty points. The same changes were made to the penalties for the offence of not being in a position to have proper control of a vehicle - a measure which can be used where a driver has been distracted by using a hands-free mobile phone. If the police or the driver chooses to take a case to court rather than use a fixed penalty notice, the penalty on conviction is 3 points, discretionary disqualification and a maximum fine of £1,000 (£2,500 for drivers of vans, lorries, buses and coaches).

3. Post campaign tracking of the split screen campaign in February 2008 showed that:
- Over eight in ten respondents (83%) strongly agreed that a driver who is talking on a mobile phone can't concentrate properly on driving
- A similar number (84%) strongly agreed that talking on a mobile phone whilst driving greatly increases the chance of an accident
- Three quarters (75%) strongly agreed that if they called someone and realised they were driving they would hang up.

4. Yearly observational surveys conducted by TRL found that hand-held mobile phone use by car drivers dropped by 35% between September 2006 and October 2008 (Report Lf2015 available free at http://www.trl.co.uk).

5. The 'driving challenge' game can be found at http://www.dft.gov.uk/drivingchallenge. The game has had over 180,000 visits since launching in June 2008 and has attracted very positive feedback from users.

6. Research shows that you are four times more likely to have a crash ('Redelmeir D A and Tibshirani, R J (1997). Association between cellular-telephone calls and motor vehicle collisions. J Med, 336, 453.')

Findings from the THINK! attitudinal survey 2008 by BMRB:

                                   16-24 year-olds  All adults
                                         2008             2008
      Percentage completely agreeing     67%              86%
      texting whilst driving is dangerous
      Percentage agree somewhat texting  15%              6%
      whilst driving is dangerous
      Percentage who disagree texting    11%              7%
      whilst driving is dangerous
                                         18-24 year-olds  All adults
                                         2008             2008
      Frequency - percentage admitting   30%              12%
      to texting whilst driving at all  

7. Script of the new radio avert:

T.X.T.I.N. SPACE. W.H.E.N. SPACE. D.R.I.V.I.N. SPACE. C.A.N. SPACE. C.A.U.S.E....

SFX; AN ENORMOUS CAR CRASH.

V.O. THINK! DON'T USE YOUR PHONE WHEN YOU'RE DRIVING

Public Enquiries: 020 7944 8300
Department for Transport Website: http://www.dft.gov.uk