Case Study :
My Red Thumb
Overview of the approach
My Red Thumb is a multi-agency road safety campaign targeted at
raising awareness of the consequences associated with mobile phone use by drivers . It uses a website , social media and other forms of public engagement . Inspired by the ‘ Red Thumb Reminder ’ campaign developed in the USA , supporters are asked to paint their thumb nail red to show that they pledge to supporting the cause and to facilitate conversations about the safety message when other people query why they have done it . Supporters are also invited to share their pledge with others via social media .
The campaign is focused around a day of action - ‘ My Red Thumb Day ’. Momentum is generated in the build-up to the day , primarily via social media and the campaign website , with the 2018 campaign having a reach of over 1 million social media accounts . ‘ Thumb rings ’ are also handed out during face-to-face public engagement , and participants are encouraged to take pictures of their ‘ red thumb ’ with the addition of the ring ( described as a ‘ thumb selfie ’) and to keep the ring as a reminder of their promise .
The campaign website contains information , and the personal stories of those who have been involved in collisions as drivers , passengers and in their role in the emergency services . A link to a support website is provided for those emotionally or psychologically impacted by the information provided . Within the website there is also a page of resources for others to develop their own events in support of the campaign .
The specific pledge campaign therefore happens on My Red Thumb Day , but is supported by a range of other approaches and resources that can be utilised year-round .
Mobile : Engaged contribution
Knowledge exchange
Whilst My Red Thumb is the collective brand for a multi-faceted partnership approach , our knowledge exchange consultation ( KEC ) with the team was focused primarily around the My Red Thumb Day and online presence :
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