THINK! – Guardian Mates
THINK! has launched a new campaign to reduce handheld phone use amongst young drivers and coincide with a strengthening of the law around mobile phone use behind the wheel.
From 25 March 2022, it was made illegal to use a handheld mobile phone behind the wheel for virtually any use, including to take photos or videos, scroll through playlists or play games.
If you use a handheld phone behind the wheel, you can get a fine of up to £1,000, 6 points on your licence, and a driving ban.
The campaign ‘Guardian Mates’ includes a series of short films and a radio ad which uses the power of influence and respect between mates to help drivers tackle the temptation to pick up their phone. The campaign aims to get drivers to confront their behaviour by making mates present in the issue, unexpectedly appearing on the backseat of the car to intervene and stop them picking up the phone while driving. These films will run across Facebook, Instagram, Snapchat, Twitter and Pinterest, as well as online video and paid video on demand.
THINK! has a core audience of 17 to 24-year-old male drivers, who are four times more likely to be killed or seriously injured than male drivers aged 25 or over. However, this campaign also includes female drivers of the same age as research shows that both young male and female drivers have similar attitudes and behaviours towards mobile phone use. They also have less awareness of the law and penalties than older age groups.
The strengthening of the law applies to the use of handheld mobile phones. There is an exemption that allows contactless payments such as those at a drive-thru so long as the vehicle is stationary. A device can also be used hands-free while driving if secured in a cradle, allowing sat nav use. Drivers must however always take responsibility for their driving and can still be charged with an offence if the police find them not to be in proper control of their vehicle. Follow @THINKgovuk on Twitter to discover and share more content from our campaigns.
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