VERITAS: FUMBLE - PROVINCE'S HANDHELD DEVICES BAN LETS DRIVERS OFF THE HOOK

We heard the warnings, we read the stories and we saw the flashing reminders along the DVP. We got it: a provincial ban on handheld devices while driving was imminent. The lineups for Bluetooth units started months ago, and sales ramped up again last weekend with the ban kicking in on Monday. The government really drove home the message that drivers had to hang up or pay up to $500. In fact, the communication was so clear and constant that I was leaning towards a Touchdown for the effective campaign. But just as they entered the end zone, they dropped the ball. On Monday morning, as people hit the road, ready to use their shiny new Bluetooth headsets, they turned on the radio to learn that police would only warn motorists to park their handheld devices and would not issue any tickets until February. Government officials say the three month grace will be an “education period” and that fines will likely not be imposed until then. Well, is it any surprise then that you can still see people zooming by chatting on their cell phones and playing with their iPods? Consistency of message is key, and the province let the air right out of this one and will now likely have to pump out the same messaging all over again come February. The question is, will people take it seriously the second time around?