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” and in spite of increased commentary and communication in the area, illegal mobile phone use is ubiquitous and undertaken by many in the population.
In combatting the increasing behavioural issue, the Motor Accident Commission (MAC) launched it’s campaign, “Mobile Distraction, it’s not a good look’ in 2015.
The campaign communicated to both younger and older South Australians that it’s obvious to others when you use your mobile phone whilst driving. The campaign leveraged research on driver motivations to stop using their phones whilst driving, demonstrating that younger drivers were motivated by the threat of law enforcement and older drivers were deterred by social disapproval.
The campaign was successful and reached a large percentage of South Australians across TV, radio, digital, cinema and outdoor platforms, to communicate key messages.