Pink kittens road safety film aims to save lives

We Are From LA creates video campaign for THINK!

A road safety film featuring numerous pink kittens highlights how much drivers miss if they are distracted by looking at their phones. The THINK! road safety film is aimed at younger drivers in particular.

The video was directed We Are From LA, the directors behind the video for Pharrell Williams’ hit song Happy. It has been shot in the style of a music video with a soundtrack from musician Aphex Twin.

The music video style of the film marks a change from previous THINK! campaigns. THINK! states that those aged 17 to 34 have been found to be three times more likely than over 35s to use a handheld mobile while driving.

The four-week campaign will run online, in cinemas, on radio and on social media

THINK! states that a driver travelling at 30mph glances at their phone for just 2.3 seconds, they miss 100 feet of road – the length of a Boeing 737.

To watch the video click here

Road safety minister Jesse Norman said: “We have some of the safest roads in the world, but we are always looking at ways to make them even safer. But the awful truth is that tens of thousands of drivers are still flouting the law and endangering others by using a handheld mobile phone at the wheel. This eye-catching advert demonstrates how dangerous looking at your phone for just two seconds can be, and the devastating impact it can have on other road users.”

On 1 March penalties for using a handheld mobile while driving were doubled to a £200 fine and 6six penalty points. This means that drivers caught twice face a lengthy ban – which could also then lead to a £1,000 fine. New drivers who have passed within the last two years face having their licence revoked if caught just once. More than 15,000 fines have been issued to drivers using a handheld phone since the new penalties were introduced.

Following a THINK! campaign in March, awareness of the penalties is reported t have increased by 89%, and 47% of those that had seen the adverts said they were less likely to use their phone when driving.

THINK! is urging Android smartphone users to download the Car Mode app or if using an iPhone, its drive-safe mode, which automatically detects when its owner driving, and silences incoming calls and messages.

RAC road safety spokesman Pete Williams said: “The RAC’s latest research reveals that the problem is still at epidemic proportions with a hard core of drivers persisting in texting, talking, tweeting and even taking photos at the wheel. We therefore welcome THINK!’s thought-provoking video, which highlights the dangers of a 2-second glance at your phone while driving. Motorists risk a collision with potentially fatal consequences that could change their life, and the lives of others, forever. We hope that this will help persuade more drivers to put away their handheld mobile phone for good when driving and be phone smart.”

Chief Constable Anthony Bangham, National Police Chiefs’ Council lead for roads policing, said: “Driving while distracted by a mobile phone is completely unacceptable and puts everyone on the roads at risk of serious harm. Police are making use of the tougher penalties to clamp down on this dangerous behaviour – but we have to be clear that when you get behind the wheel it is your responsibility to stay focused and alert. As this campaign makes clear, it only takes a few seconds of distraction to change lives forever.”