A ROAD safety campaign which was launched in Devon last year has been branded a ‘massive success’ after being awarded its own national awareness day.

The My Red Thumb campaign, hit the headlines last May as a multi-agency road safety campaign designed to raise awareness of the risks of distraction specifically associated with using a mobile phone while driving.

The aim of the campaign was to reach as many road users as possible through the use of social media and to use behavioural change techniques to encourage people to change their habits.

National My Red Thumb day will take place on Wednesday (May 13) and will be promoted though social media, links to associated websites and the Variable Message Boards throughout the roads in Devon.

According to the Think! Website: “Drivers are four times more likely to crash whilst 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.”

Councillor Stuart Hughes, Cabinet Member for Highway Management said: "Overall the campaign launch was a massive success.

“All the partners involved were very supportive and really got on board through social media and internal and external communications and, what's more, all carried out on an extremely low budget.

“Whilst the campaign was launched in response to a local need, based upon an evidence led approach - it is clear that the message is transferable to other areas and it is hoped that the campaign will continue to spread as it has continued to take off in the USA."

The original idea for the Red Thumb Reminder campaign was introduced in America to remind a driver not to use his phone while driving; through painting his thumb nail red. So every time he saw his red thumb he was reminded of the message.

More details can be found on www.myredthumb.com and a short video clip called “Things you can do with your thumb” to introduce the American video together with a ‘.

To promote the campaign via your social media, go to the Learn2Live YouTube channel

or to tweet about the campaign, find it on Twitter @MyRedThumb

Drivers who use their phone are four times more likely to crash, injuring or killing themselves and/or other people. They are much less aware of what is happening on the road around them and fail to see road signs as well as failing 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.

They are more likely to enter unsafe gaps in traffic and feel more stressed and frustrated.