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UK government deploys pink kittens to teach road safety

UK government deploys pink kittens to teach road safety by Tree Elven on 03/11/2017
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With mobile phone use in vehicles causing increasing numbers of serious accidents and fatalities, the British government's road safety platform THINK! has brought out a fast-moving ad featuring pink kittens to illustrate how easily our attention can be distracted. Though it is illegal to use a handheld 'phone while driving in the UK, road safety charity Brake said recently that 11 million Britons admitted to receiving or making a call while driving, while five million admitted taking photos or video at the wheel. Apple has just introduced in-built software called Do Not Disturb While Driving to its iOS 11 iPhone which blocks calls/messages and lets the owner's contacts know they are driving. The move was welcomed by the RAC's Be Phone Smart campaign, whose spokesperson said: "We need organisations to work together and to come up with creative ways of helping drivers realise that no text or tweet while driving is worth the risk." Five people a day die on Britain's roads.

Keywords: AMV/BBDO, Brake, RAC Be Phone Smart,THINK! pink kittens ad, mobile phone use while driving UK

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