Police campaign targets 'diverted attention' drivers

Police are starting a two week campaign focusing on drivers using phones.

Keep your eyes on the road, police are reminding Rotorua drivers as they start a two-week campaign focused on drivers using phones.

From today, police across the city and New Zealand-wide are paying particular attention to drivers who are putting others' lives at risk while focused on their phone, instead of on the road ahead.

"We want drivers to put away the phone, tablet, iPod or other distractions that can tempt you or take your attention away from driving," said Superintendent Steve Greally, road policing national manager.

Ministry of Transport data shows that in 2014, "diverted attention" was identified as a contributing factor in a total of 1053 crashes, which was 12 per cent of all crashes. That resulted in 22 people being killed and a further 191 sustaining serious injuries.

The total social cost of crashes involving diverted attention was about $297 million, which is approximately 9 per cent of the social cost associated with all casualty crashes.

"However, this is nothing compared to the devastating human cost of the broken families and friends that are left behind when someone is needlessly killed in a crash that could have been prevented, and that is what police are focusing on," Mr Greally said.

"While mobile technology has increasingly allowed us all to stay connected, no text, call or social media update is so important that it's worth risking life and limb for - or those of others on the road."

Although present legislation allows the use of hands-free mobile phones, it is recommended that drivers minimise the potential for distraction by switching phones off while driving, or pulling over to make or receive calls.

Mr Greally said police were concerned at a rising number of people being caught while distracted by their phone, despite legislation being in place since November 2009.

This makes it illegal to text or use a mobile phone when driving - even when a car is stationary at traffic lights or in a queue.

"Given that the law has been in place for more than five years now, there really is no excuse for drivers to keep offending."

Mr Greally said the penalty for using a mobile phone while driving was an $80 infringement fee and 20 demerit points.

Cost of 'diverted attention'

* Identified as a factor in 1053, or 12 per cent, of crashes.
* Resulted in 22 people being killed.
* Behind a further 191 sustaining serious injuries.
* In dollars, about $297 million.