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THINK! campaign targets texting drivers

  • Published: Friday, 1 May 2009

Drivers who text at the wheel are being targeted with a new hard-hitting THINK! campaign. The campaign comes as new research shows 30 per cent of young drivers admitted to texting while driving.

THINK! road safety campaign

The new THINK! road safety campaign will be running on TV, radio and online.

The new radio advert features a driver's voice spelling out a text message followed by the horrible sound of a car crash. It will launch on 4 May and is particularly targeted at young drivers. The script of the radio advert can be seen below.

The shocking THINK! TV ad will also be returning to TV screens to remind callers to 'kill the conversation' as soon as they realise that someone is driving.

An online 'driving challenge' game is also being launched through social networking communities and entertainment sites. The game will show how distracting using a mobile at the wheel can be and is designed to help change driver behaviour. To play the game, follow the link below.

Road Safety Minister Jim Fitzpatrick said: "It doesn't matter how good a driver you are, if you text while driving then you cannot be giving the road your full attention.

"The message that mobile phones and driving should not mix is getting through to the majority of drivers but some people are still needlessly risking their own lives and putting others in danger for the sake of a text or a call.

"Our message to all drivers is simple: Don't use your mobile phone when you're driving."

THINK! road safety radio advert


(Sound effects)  AN ENORMOUS CAR CRASH


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