The A9 Safety Group in Scotland is running a campaign called ‘Looks Can Kill’ to highlight the dangers associated with mobile phone use while driving.

According to the campaign, drivers are four times more likely to crash if using a mobile phone while driving.

“The consequences of using mobile phones for either making calls or for social media are all too apparent. The work being carried out by the A9 Safety Group clearly indicates that drivers are putting both themselves and others at significant risk with this activity,” said Scottish Transport Minister Humza Yousaf during the launch.

“The Scottish Government is committed, through Scotland’s Road Safety Framework, to achieving safer road travel in Scotland. I have said many times before that one death on Scotland’s roads is one too many and we will continue to try to make the roads as safe as they possibly can be for all road users.

“Any activity which takes a driver’s concentration away from the driving task is potentially dangerous and we encourage everyone to acknowledge driving as a skill which requires concentration and judgement. I urge all drivers to avoid using mobile phones when behind the wheel.”

According to campaign research, 30% of people reported witnessing drivers using social media while operating a vehicle. Almost seven in 10 (68%) reported seeing others texting behind the wheel and 89% reported witnessing drivers talking on a hand-held mobile phone.

The A9 Safety Group was set up by Transport Scotland as a multi-agency group to reduce traffic incidents on the A9 Trunk Road, the main route that connects central Scotland and the Highlands.

Michael McDonnell, A9 Safety Group and director of Road Safety Scotland said: “We hope the new campaign will encourage drivers to plan their journey on the A9 in advance and make sure they plan a sufficient number of stops to use their mobile phones if necessary, rather than risk being distracted at the wheel. Nowadays, most people travel the A9 without incident, and we need to try and make sure behaviours which threaten that are eradicated.”