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Campaign Background
This campaign is part of the Department of Transport
and Urban Planning’s approved Road Safety Communications Overview
for the financial year 1 July 2004 to 30 June 2005.
The incidence of using mobile phones while driving has
increased by more than 50 per cent in two years. In 2001 police issued
3062 infringement notices for this offence. In 2003 the number of infringements
issued was 4588. Research has shown that using a mobile phone while
driving may be equivalent to driving with an illegal blood alcohol concentration
of more than 0.08.
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Advertising Objectives
The objectives of the campaign are to:
- Remind motorists of the introduction of demerit points for this offence,
which took effect from 1 August 2004
- Ensure the community is informed of the dangers of inattention while
driving
- Reduce road trauma in country regions and in young drivers, particularly
males.
Target Audience
This campaign is aimed at all drivers but specifically those who drive as
part of their employment and may need to do business by telephone. Young drivers,
aged 17 – 24, are also targeted as they are over represented in the
road toll and are heavy users of mobile phones.
Primary audience for this campaign includes:
- Motorists
- Heavy vehicle drivers
Timing
The Inattention commercial was aired during August 2004 to supplement a specific
police enforcement campaign and to reinforce the introduction of demerit points
if caught using a hand held mobile phone while driving. It is planned to use
the commercial again at times of police enforcement, to reinforce the message
to drivers.
Media Strategies
Three radio commercials were developed to increase awareness about the potential
to have a crash if driving while using a hand held mobile phone. The commercials
highlight the consequences of inattentive driving and encourage motorists
to avoid the temptation of answering while driving.
Crash Course 1
This radio commercial exposes the risks and consequences of driving while
using a hand held mobile phone. A young woman, driving using her hand held
mobile phone, becomes distracted by her conversation and collides with another
vehicle. The injuries appear serious to the frantic people near by. The key
message of the commercial is “put it to the test (driving while using
a hand held mobile phone) and the fine is $182 and three demerit points, or
something much worse”.
Crash Course 2
A tradesman driving while using his hand held mobile phone is distracted by
a conversation with his boss. Frustrated by time delays and distracted by
the conversation, the driver’s van collides with another vehicle that
would have been easily seen by an attentive driver. The key message is repeated:
“put it to the test (driving while using a hand held mobile phone) and
the fine is $182 and three demerit points, or something much worse”.
Let it ring
This radio commercial conveys the difficulty of answering a mobile phone while
driving. It also conveys the sensibility of ignoring a ringing phone because
in doing so drivers avoid the increased risk of not only crashing but also
collecting a $182 fine and three demerit points.
Campaign: Listen (radio)
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