The work between policy and practice
Road safety progress depends on more than commitments. It requires sustained action, strong partnerships, and accountability to ensure that policies…
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Today, THINK! is launching the Guardian Mates campaign, to tackle handheld mobile phone use among young drivers.
From 25 March, t he Government has strengthened the law to make it illegal to use a handheld mobile phone behind the wheel for virtually any use, including taking photos or videos, scrolling through playlists, or playing games. An exemption allows drivers to make contactless payments while stationary at locations like drive-thrus.
The campaign launches to coincide with this change in the law and will run until May. The campaign features a series of short films and a radio ad, aiming to get drivers to confront their own behaviour by making mates present in the issue, unexpectedly appearing in the backseat of the car to intervene at the moment of temptation and stop their friend picking up the phone while driving.
Resources can be downloaded here.
THINK! has broadened its target audience for this campaign to include both young male and female drivers, as they display similar attitudes and behaviours around handheld mobile phone use.
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