The Campaign

Kent Highways Services Road Safety Team has launched a young driver campaign to raise awareness of the risks of texting while driving. This is part of its overall programme to reduce the number of road crashes in Kent. We want to significantly lower the killed and seriously injured (KSI) figures during this year. We deal with the aftermath of crashes and know that they affect not only the driver involved, but like ripples on a pond, it affects other road users, their families and friends.

THE FACTS...

Research* has shown that:

• 45% drivers aged between 17- 24 years old admitted doing so.
• Texters frequently fail to see signs instructing them to change lane
• Texters are less consistent at maintaining the positioning of vehicle in lane
• Lane deviation occurs whilst carrying out a write task
• Texting takes 3 times longer to complete than when not driving
• Previous research (2004) showed texting participants spent 40% of time looking away from the road environment compared to 10% when not distracted
• If you use any type of mobile phone (hands-free or hand-held) while driving, your reaction times are worse than if you drive under the influence of alcohol.

It is illegal to use a hand-held mobile phone or similar device while driving, the penalty is £60 and 3 penalty points (unless it goes to court when it could be £1000). This means you may not use your mobile phone when you are stopped at traffic lights or queuing in traffic to text messages.

SAFE TEXT – don’t do it whilst driving

* The Effect of Text messaging on Driver Behaviour (A Simulator Study) by N Reed and R Robbins.
Published Project Report 367 prepared for RAC Foundation. Copyright Transport Research Laboratory, September 2008

Campaign activities include:

Media Launch

We launched our campaign at Kent Police skid pan providing a texting/driving demonstration for young drivers and media.

“I really am shocked. I text all the time when I drive… I didn’t realise how dangerous it was. Today has really shown me that I have to stop texting while driving before I kill someone.”

Tom James aged 18, who attended the launch.

Viral film

A viral film titled “Dead Ahead” has been produced. We developed this film to generate interest, engagement, thinking and discussion within our target audience. Local band Seven Story Down have kindly let us use one of their most popular song titled “Queens” for use on our film. To listen to the track click here.

Online activity

Become a fan for this cause on Facebook and see our compelling video. Any stories on experiences with this topic are welcomed for sharing on our discussion board.

Go to our
Facebook Safe Text page.

Radio Advertising

Hear our ad on Heart 102.8FM.