Department for Transport "mobiles" by Abbott Mead Vickers BBDO

The Department for Transport has spliced images of sports, holiday snaps and selfies with photographs of oncoming traffic in a new print campaign. Abbott Mead Vickers BBDO created the outdoor and print executions, which aim to deter people from using their mobile phones while driving by making it clear that you cannot concentrate on both activities at once. Research provided by the DfT suggests that using a mobile phone can slow people’s reactions by up to 50 per cent. The campaign launches on 27 March in Metro. It was created by Antony Nelson and Mike Sutherland, and photographed by Adam Hinton.