Get your hand off it
Mobile message on TV
The highly successful Get your hand off it online campaign has been expanded to include television commercials, radio, cinema and other media. Since the start of the online campaign in June 2013, it has attracted more than 600,000 views on YouTube. The advertisements were accompanied by targeted NSW police initiatives on the use of mobile phones while driving.
In the past five years, Centre for Road Safety research has attributed mobile phone use to contributing to at least 216 crashes, 100 of which resulted in someone being killed or injured.
The use of mobile phones while driving has been identified by the Centre for Road Safety as a growing issue that research suggests could be a significant contributing factor in road accidents in NSW.
To overcome the attitudes and societal norms that cause people to use a hand-held phone while driving, the ‘Get your hand off it’ campaign challenges the excuses that drivers come up with to justify their illegal use of mobiles.
Mobile phone user behaviour
While two-thirds of the driving population agree that using a mobile phone when driving is dangerous, statistics show many still do it. From July 2010 to June 2011, 52,680 fines were issued to drivers in NSW for using hand-held mobile phones.
Data from 2006 to 2010 indicates that there were 157 crashes where hand-held mobile phone use by drivers was identified as a contributing factor. The figures included:
- Four fatal crashes
- 66 injury crashes
- 87 tow-away crashes
While crash risks are well documented, the crash numbers are under-reported because of the difficulty of establishing evidence of illegal mobile phone use at crash scenes, suggesting that the size of the problem could be greater than thought.
Primary: Males and females aged 17–39 years. Secondary: Male and females aged 40–59 years.
Research indicates that males and females aged 17–39 years have the highest rates of mobile phone ownership and highest rate of claimed use while driving. Reported manual usage of mobile phones on the open road on at least a quarter of trips is higher among commercial drivers.
- There’s no excuse: Get your hand off it.
- You are four times more likely to have a crash when you hold and use your phone while driving.
The Get your hand off it campaign has a simple message with two distinct phases.
Phase one: An online YouTube video was the strategic element of the campaign. The video was designed to create awareness of the ‘There’s no excuse: Get your hand off it’ core message. It cut through the clutter of traditional advertising to effectively reach a large audience quickly and cost effectively by using social media. The goal of the YouTube video was to create engaging and entertaining content that would:
- Compel the target audience to engage and share via social media
- Encourage debate and conversation about the topic within the community
- Generate media coverage and inspire comment
Phase two: The second part of the strategy was designed to reflect the target audience’s preferences, with a strong emphasis on use of broadcast media such as social, online and radio, as well as ads on buses and taxis.
Get your hand off it aims to stop people using their hand-held mobile phones by:
- Creating awareness of the prevalence of the issue in society
- Challenging excuses for using a mobile phone while driving
- Creating awareness that using a mobile phone while driving is unacceptable
- Increasing people’s motivation to change their behaviour