Background Driver distraction and inattention in road traffic and the resulting accidents have become a world-wide problem. Studies have shown the risk of accident is increased manifold for drivers using a mobile phone while driving.
Methods Before planning of the campaign a total of 1503 persons were interviewed through internet-panel by TNS Gallup Oy. Immediately after the first phase of campaigning, with advertising, a total of 307 persons were interviewed by Dagmar.
Results Four out of ten motorists who had used a mobile phone while driving stated that they had been involved in a dangerous situation in the past two years as a result of their mobile phone use.
Four out of five will answer incoming calls while driving. Two out of three will make calls. One third of all respondents read text messages and social media messages. One quarter writes them while driving.
The distracting effect of mobile phones on driving is well acknowledged.
A three year campaign called “Kun Ajat Aja”- When You Drive, Drive was planned. The campaign aims to increase information on risks of distracted driving, motivate drivers not to text or use social media while driving and support the social norm that drivers should focus on driving.
Preliminary results for the campaign are very positive. Immediately after the first phase of campaigning, 63% percent of interviewed persons remembered they had seen the campaign.
Conclusions The campaign message was thought relevant and important. From the people surveyed 40% said the campaign could change their behaviour concerning cell phone use while driving and 38% said they could now prevent others from using a cell phone while driving.
- Driver distraction and inattention
- mobile phone
- dangerous situations
- social pressure
- social marketing
- behaviour change
- social norm
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