The BBC has reported that in the last four years 10000 motorists have been caught for being distracted, including using a mobile phone http://www.bbc.co.uk/news/uk-37855713

We can see the fatal actions of one lorry driver who caused the death of a mother and three children by giving attention to his phone instead of concentrating on the road. http://www.bbc.co.uk/news/uk-england-37823457

In September 2016, a report by the RAC indicated that 31% of motorists said they used a handheld phone behind the wheel compared with 8% in 2014, and the number of drivers who said they sent a message or posted on social media rose from 7% to 19%, while 14% said they had taken a photograph or video while driving. http://www.bbc.co.uk/news/uk-37370828 this report includes calls for better information and publicity about the problem.

Official figures show that the number of fixed penalty notices issued by police in England and Wales for the offence has fallen from 123,100 in 2011 to just 16,900 in 2015. The total fell by 43% in 2014-15, the last recorded year, indicating that the police are simply not keeping up with increasing use trends. https://www.theguardian.com/uk-news/2016/oct/27/depleted-police-forces-failing-to-curb-use-of-phones-while-driving

As a driver, motorcyclist, cyclist and pedestrian, I have seen numerous instances of people using mobile phones while driving, I have very nearly been involved in a serious incident on the M1 when a van veered from one lane to another while I was overtaking, the driver was visibly holding a phone to his ear and had the decency to look shocked as I sounded my horn while avoiding his vehicle.

I do not believe that most people who use their phone while driving do so maliciously. Phones have become a part of life, and as such are used almost without thought, how could they be dangerous?

But they are because they demand attention and reduce concentration, which is fatal when driving.

Before the use of seat belts became compulsory there was a highly effective national campaign, "Clunk Click every trip", unfortunately in retrospect it was fronted by Jimmy Savile, but I like millions of others took its positive message to heart and now it is almost unheard of for car users to travel without a seat belt, saving untold lives. "Don't drink and Drive" is another example. While its message still needs reinforcing, the social acceptance of drinking and driving has plummeted, and many more lives have been saved.

I believe that we can do the same for mobile phone use while driving. At the moment it is increasingly accepted and there is no social stigma against  it. This could be changed by a high profile campaign.

I am not an advertising professional, and am not seeking to prescribe the nature of the campaign, others will do that far more effectively, but I am convinced that simply increasing the penalties for using a mobile phone while driving, as the government have done, will not be effective until there is a real social stigma attached to it, and this will only be developed through effective public education.