Thumbs up for road safety campaign
A road safety campaign aimed at reminding people not to use their mobile phones while driving is gaining momentum following its launch through social media channels last month.
My Red Thumb is a multi-agency road safety campaign designed to raise awareness of the risks of distractions; and specifically associated with using a mobile phone, whilst driving.
It was launched on 16 May via social media, links to associated websites and the Variable Message Boards throughout the roads in Devon. There was a further multi agency promotion of the campaign at the Devon County Show.
The original idea for the Red Thumb Reminder campaign was introduced in America to remind a driver not to use his phone whilst driving; through painting his thumb nail red. So every time he saw his red thumb he was reminded of the message.
Steve Babcock, Creative Director of the original American Campaign, The Red Thumb Reminder said: “We couldn’t be more excited about our sister organisation, My Red Thumb. We’re now spreading the goodness on both sides of the pond. Keep it up. Keep it safe!”
Following the launch day a Tweet Reach report revealed 30,933 twitter accounts and numerous influential twitter account holders had retweeted messages on the Partnership’s behalf. These included AA President Edmund King, Great British Bake Off star Glenn Cosby, Olympic legend & MBE Kriss Akabusi and the Exeter Chiefs players.
In addition, Website analytics ran 12 days after the launch confirmed that my red thumb web pages had received 5,165 page views made by 4,461 individual users.
During the two days of the County Show period the partnership engaged with over 3,000 members of the public who received the campaign message and showed their support through wearing a campaign thumb ring or by having their thumb nail painted red by Exeter College students.
”I think the success of this campaign really shows the power of social media and has clearly tapped into the type of communications being used by our younger drivers in particular.
"Driving while using your mobile is unquestionably dangerous and I hope that people take note of some of the stories highlighted in this campaign and will think twice before reaching for their mobile.
"I am pleased to hear it has been so popular and wish the campaign all the best for its continued success.”Councillor Stuart Hughes Cabinet member for Highways Management and Flood Prevention
The Partnership has also received hundreds of thumb selfies through various mechanisms and is currently producing a montage of these images in a you tube video to express their thanks to the supporters.
A short video clip called “Things you can do with your thumb” can be viewed on www.myredthumb.com – My Red Thumb video
This also introduces the American video together with a talking heads video “Gary’s Story”. Research shows that interestingly more males (59%) than females (41%) have watched the clips and the videos have been viewed as far afield as Malaysia and New Zealand.
You are four times more likely to crash while on your mobile:
According to the Think! Website “Drivers are four times more likely to crash while using a mobile phone whilst driving. Even careful drivers can be distracted by calls, texts or social media. Resulting in a split second lapse in concentration and leading to a crash.”
They are much less aware of what is happening on the road around them, fail to see road signs, fail to maintain proper lane position and steady speed. They are more likely to tailgate the vehicle in front, react more slowly and take longer to brake, are more likely to enter unsafe gaps in traffic and feel more stressed and frustrated.
The Learn2Live partnership will be using the campaign to further raise awareness during its main Learn2Live presentations delivered to over 10,000 6th form students in Devon & Cornwall from October 2014 and on 11 June, the My Red Thumb campaign will be coming to Princesshay Shopping centre in Exeter in conjunction with CFOA UK Road Safety Week.
A video will be posted to thank everyone who has shown support for My Red Thumb so far which will be an opportunity for people to see if they can spot their own thumb selfie within the compilation video.
To get involved, follow on Twitter #myredthumb @myredthumb. Visit the website www.myredthumb.com and like on Facebook www.facebook.com/myredthumb
Members of the partnerhsip: Devon County Council, Devon & Somerset Fire & Rescue, Devon & Cornwall Police, Torbay Council, Peninsula Trauma Network, South Western Ambulance Trust, Learn2Live Partnership, Devon Air Ambulance, The Honest Truth Partnership, Highways Agency.
VIP involvement:
A number of high profile individuals from partner organisations and further afield have publically lent their support to the campaign. These include:
• Steve Babcock – Creative Director of the original American Campaign – The Red Thumb Reminder
• Chief Executive Devon County Council – Phil Norrey
• Devon County Council leader – Councillor John Hart
• Chairman of Devon County Council – Councillor George Gribble
• MP Alison Seabeck – Shadow Defence Minister.
• MP Brandon Lewis – Minister for Local Government, Fire & Rescue & High Streets.
• Devon County Council – Councillor Stuart Hughes cabinet member for Highways Management and Flood Prevention
• Devon & Somerset Fire & Rescue Service – Chief Fire Officer Lee Howell
• Devon & Somerset Fire & Rescue Service – Assistant Chief Fire Officer Trevor Stratford
• Devon & Cornwall Police – Assistant Chief Constable Operations Paul Netherton
• AA President Edmund King
• Great British Bake Off star Glenn Cosby
• Olympic legend & MBE Kriss Akabusi
• Exeter Chiefs players and Mascot
