People text, call and even take selfies while driving. Cambridgeshire Police back a new safety campaign
- Credit: Archant
Drivers are being warned of the dangers of using hand held mobile phones behind the wheel amid figures that show 314 drivers have been caught in Cambridgeshire since penalties doubled.
THINK! launches its latest campaign, featuring a video directed by the people behind the music video for Pharrell William’s hit Happy.
It highlights what drivers miss when they glance at their phone.
Sergeant Ian Manley, of the road policing unit, said: “If you use a mobile phone whilst driving you significantly increase your chances of being involved in a serious, even fatal collision.
“We need to educate drivers that this behaviour is completely unacceptable. Using a phone behind the wheel not only puts your life at risk, but that of other innocent road users.”
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The campaign asks young drivers – who are less likely to consider mobile phone use a dangerous behaviour according to the latest research – to put their phone away by
The four-week campaign includes radio adverts and will run in cinemas, online and on social media.
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Since March, motorists caught using a handheld mobile phone while driving face a £200 fine and six points on their licence.
Drivers caught twice face a lengthy ban – which could also then lead to a £1,000 fine.
New drivers - those who have passed within the last two years - face having their licence revoked if caught just once.
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 welcome THINK!’s thought-provoking video, which highlights the dangers of a two-second glance at your phone while driving.”