- BT Cellnet is taking the unusual step of telling customers to switch off their phones in the industry's first public information announcement campaign.
The £150,000 'Switch It' campaign, by Abbot Mead Vickers BBDO, aims to promote the sensible use of mobiles and encourages people to switch off phones in cinemas, theatres, restaurants and meetings.
The two-minute ad is shot in the style of an action film and gives an extreme example of what can happen it your phone rings at a crucial time. If features bomb disposal experts faced with imminent disaster when a phone rings at the decisive moment.
"The 'Switch It' campaign is for people who are 'Mobile Megaphones'. There is simply no reason to broadcast your calls to everyone unfortunate enough to be nearby. We believe it is a matter of common sense and courtesy to know when to switch your mobile on, and when to switch to off," said William Ostrom, head of corporate communications at BT Cellnet
Recent MORI research shows that 96% of people have no embarrassment about using a mobile phone in public. BT Cellnet is encouraging people to use a muted tone or a vibrating battery.
A national PR initiative supports the ad using etiquette expert and Debrett's author John Morgan. Discretion Awards will be presented to sensible users and customer literature promoting the campaign will feature in-store.