A new road safety campaign aimed at reducing mobile phone use while driving has been launched in Nicosia, Cyprus, as authorities highlight the dangers of driver distraction. The campaign, titled “How many scrolls is a life worth? None. Grab the wheel,” is a collaboration between Anytime, a motor insurer owned by the Interamerican Group, and the Traffic Police Department’s Prevention and Awareness Office.

Police data reveals that mobile phone use and driver distraction have been linked to more than five fatal road accidents so far in 2026, with 31,066 reports of phone use behind the wheel recorded between 2023 and 2025. In 2025, 11 of the 45 road fatalities were attributed to careless driving or distraction, making it one of the leading causes of crashes.

Traffic Police Director Charis Evripidou emphasized that mobile phone use is more dangerous than alcohol as it diverts driver attention for several seconds. Insurer Anytime’s head, Keti Alexandrou, stressed that phone use while driving is a preventable choice. The campaign includes outdoor ads, radio spots, social media drives, and awareness sessions at army camps and universities to curb this risky behavior.