In the campaign endorsed by the Ministry of Infrastructure and Environment, radio and television spots make motorists and cyclists aware of the risks of manually handling the smart phone when in traffic.
The campaign is supported by various activities and is sponsored by Veilig Verkeer Nederland, the big telecom-providers and Team Alert – the road safety organization for youth.
Smart phone use has strongly increased in recent years.There are at present about 8 million smart phones in use in the Netherlands. According to the Ministry of Infrastructure and Environment, a shift in usage patterns is also apparent – people phone less and make greater use of social media and text messages, also when behind the wheel or when cycling.
This is why the campaign is also devoting attention to youth. The road safety organization for youth, Team Alert, is campaigning in schools via educational projects in order to make the young aware of the risks of using the smart phone when cycling.
Research shows that 49 percent of cyclists occasionally read messages when cycling and 35 percent have occasionally composed and sent a message while cycling.