Auckland Transport and independent agency FEDERATION have teamed up to release a new behaviour change campaign encouraging drivers to have a “Mobile Moment” before heading out on the road.
The campaign launches with a 30 second film pushed out via YouTube, TVNZ OnDemand and Facebook.
It depicts four surfers hurrying to head off to the beach, but not before their responsible driver pauses for a second to ensure his phone is safely sorted before getting the car and his passengers on the road.
Driver distraction – an emerging priority in the road safety space – is an increasing problem due to the high number of people using map apps, changing music tracks and social media scrolling while behind the wheel.
FEDERATION Chief Creative Officer Tony Clewett says: “To have a ‘Mobile Moment’ is to simply plan ahead, so you can drive safely and more focussed. It’s a super easy call to action, and super relatable. The truth is many of our audience have an incredibly strong attachment to their mobiles. It’s a pretty hard ask to change behaviour, but it is possible for each of us to own our behaviour by making it a real thing and convincing mobile users to instead adopt a new, more positive, behaviour.
“Badging our desired behaviour of setting up your mobile before you go also creates a platform that Auckland Transport can take ownership of over the years to positively work towards changing the long-term habits of our audience.”
The number of distracted drivers remains under-reported worldwide due to difficulty in obtaining reliable information around pre-crash circumstances.
Auckland is a Vision Zero region, meaning Auckland Transport is committed to a goal of no deaths or serious injuries on our roads by 2050.