A ROAD safety campaign aimed at reminding people not to use their mobile phones while driving is gaining momentum following its launch through social media.

The multi-agency My Red Thumb campaign is designed to raise awareness of the risks of distractions associated with using a mobile phone while driving.

It was launched via social media, links to associated websites and variable message boards on roads in Devon. The campaign was also promoted at the Devon County Show.

The original idea came from the United States. Drivers were urged to paint their thumb nail red so every time they saw their red thumb they were reminded of the message.

Following the launch day a Tweet Reach report revealed 30,933 Twitter accounts and numerous influential Twitter account holders had retweeted messages on the partnership’s behalf.

Cllr Stuart Hughes, Devon County Council cabinet member for Highways Management and Flood Prevention, said: “I think the success of this campaign really shows the power of social media and has clearly tapped into the type of communications being used by our younger drivers in particular.

“Driving while using your mobile is unquestionably dangerous and I hope that people take note of some of the stories highlighted in this campaign and will think twice before reaching for their mobile. I am pleased to hear it has been so popular and wish the campaign all the best for its continued success.”