It aims to stigmatise irresponsible drivers who use hand-held mobile phones and Norris has called on radio producers to make sure callers ringing in with traffic news, or to take part in phone-ins, pull over before they pick up the phone.
Norris, an IAM council member, said the campaign was aimed at encouraging people to refuse to conduct conversations with a mobile phone user until they have stopped their vehicle: 'Often it is clear to the listener they are talking to a driver who is juggling the phone and the steering wheel and not fully concentrating on the road. By splitting their concentration, how can they be real drivers? They are often physically incapable of driving properly.'
The campaign is backed by Road Safety Minister Lord Whitty, the Driving Standards Agency and mobile phone trade association, the Federation of the Electronics Industry.