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Inattention
Good drivers just drive
Do you know that you’re four times more likely to crash if you drive while using a mobile phone?
South Australians underestimate the severity of crashes caused by inattentive behaviour.
The 2007/08 inattention campaign aims to improve the perception that inattention (particularly the use of mobile phones) does contribute to serious crashes and injuries.
Campaign message
The campaign aims to increase awareness that using a hand-held mobile phone while driving is an offence and to show the crash and injury consequences of using a phone while driving (handheld and hands free).
The outdoor advertising depicts a mobile phone wrapped around a stobie pole. The phone simulates a car in a common crash situation to show the seriousness of crashes caused by inattention, in particular by mobile phones.
Other elements of the campaign show the real costs of a mobile phone call; not only the $202 fine and three demerit points but also the injury costs associated with serious crashes as a result of mobile phone use while driving.
The campaign targets 16 to 39 year old road users, particularly males.
Campaign elements
The campaign comprises radio, bus backs and sides, online, car park boom gates, messages on Sensis 1234 and petrol bowsers.
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