Drivers across Mayo are to be targeted using the latest technology in a new drive to improve road safety.
For the first time in Ireland, road safety messages are to be sent direct to the mobile phones of thousands of drivers throughout Mayo using the latest Bluetooth technology.
The technology works by beaming a film clip onto the person's phone as they arrive at a road safety event in Ballinrobe Race Course on Sunday September 14.
A small radio transmitter will send out a text message which will be picked up by anyone within close proximity to the unit who has a Bluetooth connection.
The Road Safety Officer is using so-called “proximity marketing” to draw attention to your responsibilities when driving.
Latest research shows that people are now much less likely to engage with traditional media channels such as television and are now almost 60 per cent more likely to respond to media such as the mobile phone and the internet.
Mr Noel Gibbons, Road Safety officer with Mayo County Council, said: “The latest statistics show a decrease in road collisions in Ireland in 2007, but we cannot and will not be complacent, too many people are still dying on Irish roads.
“As a local authority we are constantly looking at new ways to reach all age groups and I am determined that we look beyond the traditional and towards the innovative in our efforts to save lives. This campaign is new, it is innovative and it can make a real difference. A high percentage of people now own a mobile phone. That is a huge audience we can potentially reach with this campaign.
“The technology works by beaming an advert onto a person's phone and the video clip can be viewed on http://services.mayococo.ie/videos/roadsafety/onedistraction.asx. Once accepted, the clip showing young people traveling in a car is interrupted as a text message is received. After checking the message, the clip resumes to show what happens when drivers are distracted. The message ‘one distraction is all it takes’ then appears.
“Having your own transport gives you greater independence and the freedom to travel when and where you wish but it also brings responsibilities.
“A few seconds’ lapse of concentration or carelessness could have lifelong consequences,” warned Mr Gibbons.
