As many as one in four road traffic injuries are due to drivers using mobile phones at the wheel, health minister Chris Fearne said today while announcing a new awareness campaign.
The 89.7 Bay ‘Put it Away’ campaign will target drivers with video and radio spots, billboards, as well as an informational website, highlighting the dangerous impact texting and driving can have.
Speaking at a launch event, Mr Fearne said research had shown that drivers are four times more likely to be involved in a crash while using a phone. Glancing down at a mobile for just a couple of seconds while at a moderate speed, he added, meant driving blind for about 200 metres.
While using a handheld device was particularly dangerous, the health minister said using hands-free technology had also been shown to reduce concentration.
Glancing down at a mobile for just a couple of seconds while at a moderate speed meant driving blind for about 200 metres
“Using a mobile phone while driving is not only illegal, but also incredibly irresponsible. The consequences can be devastating for you, your family and other road users,” Mr Fearne said.
“If you do you will be caught and face a fine or even prison in very serious cases. But, as important, you also put your safety and that of others at risk.”
Police figures show that last year, the number of motorists using their phone was 153 times higher than the number of drunk drivers. A total of 8,282 people were caught on the phone behind the wheel in 2015, an 81 per cent increase over 2013.
Fines for using a mobile phone while driving were doubled to €100 in March 2016. Nevertheless, between then and November last year, a total of 6,440 drivers were booked by police, traffic wardens and Transport Malta enforcement officers.
After an exercise by the Times of Malta last year revealed scores of drivers openly flouting the law, the head of the police officers’ union Sandro Camilleri said officers routinely faced abuse when confronting drivers, as well as facing problems convincing their superiors.
“Our aim with the ‘put it away’ campaign is to remind them that using a hand-held phone in the car is illegal and texting while driving may lead to devastating effects,” 89.7 Bay station manager Kevin Decesare said today. “The campaign will run throughout the summer months as a constant reminder to put the phone away before starting the engine.”
The campaign website can be accessed at www.putitaway.com.mt
The awareness drive will also feature an extensive social media campaign, print adverts, and video spots at cinemas.
The Times of Malta is an official partner of the campaign.