In 2008, West Midlands Casualty Reduction Scheme launched a combined campaign on radio stations across the West Midlands aimed at reducing collisions in rush hour and as a result of using a mobile phone while driving.

Heavy road usage during the daily rush hour periods of 07:00-10:00 and 16:00-19:00 makes these periods among the most dangerous. Nationally, 38% of road casualties in 2006 occurred during the rush hour periods (Road Casualties Great Britain 2006). This pattern is shown locally too, and 40% of collisions resulting in injuries in the West Midlands in 2007 occurred at these times.

The likelihood of having a collision at these busy times is even higher if drivers are distracted by using a mobile phone. Research shows that reaction times for drivers using a handheld phone are 30% worse than driving under the influence of alcohol at the legal limit and you are four times more likely to crash while using a mobile phone.

Using a handheld mobile phone while driving is illegal and carries a fixed penalty of £60 and three penalty points. In court, you could face a £1,000 fine and a potential disqualification. In 2007, West Midlands Police issued over 6,800 fixed penalty notices for mobile phone offences.

A spokesperson for the Casualty Reduction Scheme said:

"The use of mobile phones whilst driving poses a significant danger to all road users. This campaign addresses those both texting and talking on phones whilst driving. The problems associated with unacceptable driving during rush hour periods are also dealt with. We are committed to driving down this antisocial behaviour to make the roads of the West Midlands a safer place to be."