In January 2009, West Midlands Casualty Reduction Scheme launched a local radio campaign to remind drivers of the consequences of texting and talking on mobile phones with the aim to persuade drivers to change their behaviour and ultimately improve road safety and reduce the number of collisions which have mobile phone usage as a contributory factor.

Research shows that reaction times for drivers using a handheld mobile phone are 30% worse than driving under the influence of alcohol at the legal limit and drivers are four times more likely to crash whilst using a handheld mobile phone. Only a quarter of drivers say they would never answer a call while driving.

The campaign ran on Heart 100.7FM and Galaxy 102.2FM radio stations from 2nd February 2009 to 29th March 2009 and included promotional winning weekends and sponsorship of Traffic & Travel. In addition to the impactive radio adverts from our successful 2008 Talk and Text campaign, a new advert, "Death Calling", highlighted the potential consequences of answering a call while driving.

Lisa Newmarsh, Scheme Support Manager said: 

"Mobile phones are a distraction when driving, they affect both concentration and anticipation. When your mobile phone rings whilst driving or you receive a text message, think before you answer…not only could you be facing a £60 fine and 3 penalty points, there could be more serious consequences—such as injury or death to yourself or others. It doesn't take a minute to pull over and return the call. Callers themselves also play an important role—if you realise someone is driving when you call them, hang up immediately and ring back when convenient."