Driver distraction caused by mobile phones is a growing area of concern for the road safety community.
The National Road Safety Strategy 2011-2020 recognises distraction as “a major and potentially growing problem area”. In spite of increased commentary and communication in the area, illegal mobile phone use is ubiquitous and undertaken by many in the population.
To combat the behavioural issue of mobile phone distraction, MAC launched the ‘Mobile Distraction, it’s not a good look’ campaign in 2015.
The campaign leveraged research regarding driver’s motivations to stop using their phones whilst driving. Younger drivers were motivated by the threat of law enforcement and older drivers were deterred by social disapproval.
The ‘Mobile distraction – It’s not a good look’ campaign communicated to both younger and older South Australians that it’s obvious to others when you use your mobile phone whilst driving. Due to campaign success ‘Mobile distraction – It’s not a good look’ ran again in 2016/2017.
The campaign reached a large percentage of South Australian’s using TV, radio, digital, cinema and outdoor platforms to communicate key messages. This campaign aimed to: Reach metropolitan drivers, reach awareness benchmarks, Improve attitudes towards mobile distraction.