THE frequent use of mobile phones on the roads while driving has prompted the Land Transport Authority to implement the 'Triple E' (Education, Encouragement, and Enforcement) concept.
Launched early this month, the concept involved senior LTA officials and staff members who stood on roads in Suva with signboards and placards which read "Just drive, no mobile phones".
LTA media liaison officer Iliesa Sokia said the emphasis was not so much on enforcement but educating and encouraging the public on certain behaviours on the road.
"We are actually trying to educate members of the public and encourage them on certain behaviours on the road," he said.
"This is becoming a concern to the authority, the fact that every two or three vehicles you see on the road now have drivers using mobiles while driving.
"They think it's normal. They don't realise they are breaking a law or regulation as it is illegal for a driver to be engaged in a two-way communication and this is a law stipulated in our regulation."
Mr Sokia said the authority was specially targeting the youths and young road users, as they were the most vulnerable.
"We thought of doing something extraordinary and something outside the box. The LTA CEO, Naisa Tuinaceva, is actually doing the lead role and this is the extent that we will have to take in sending a reminder to the public.
"This campaign will be a month-long campaign targeted mainly at educating drivers on the right thing to do on our roads.
"We will move to the West and North in the coming weeks to do the same," said Mr Sokia.