Auckland safety campaign phone use while driving

First published in The Global Road Safety Review 2015 as Auckland distracted driver campaign

Auckland Transport, New Zealand, has launched a new campaign highlighting the high numbers driving while using their phones. In Auckland between 2009 and 2013, there were five fatalities as a result of drivers being distracted.

The “Oi! Mind on the road, not the phone” campaign targets 16 to 39-year olds and includes a cinema ad plus radio and digital advertising. Research by Auckland Transport shows 30 per cent of those who make calls have their phone up to their ear and 70 per cent of those who make calls do it when the car is actually moving. It was also found that 70 per cent use apps for travel information while driving.

Karen Hay, manager Community and Road Safety says the numbers are probably under-reported, which means it could be a much bigger problem. She says 60 per cent of the crashes are rear-end collisions.