Research has shown that using hand-held mobile phones while driving can increase the risk of crashes by up to 23 times (Vic Roads, 2009). In a bid to curb the number of people taking such risks, TAC has launched a campaign to raise awareness of the problem of distracted drivers, many of whom are distracted by hand-held mobile phones, commonly used for talking or texting while driving. Considering the statistics regarding the possibility of accidents during such activities and the prevalence of the problem, TAC launched the campaign with the hope of creating a change in attitude. The TAC advertisement, witnessed by participants in this study, shows various situations of distracted drivers. Two situations of specific relevance to this study: talking on a cell phone and texting while driving. On all occasions the danger is present, in the final situation the danger is realized through the crash. Attitude can be defined as a set of beliefs, feelings, behavioral tendencies and evaluations, which are mostly long-lasting and are positive or negative in nature, concerning a person, a group, an object, an issue, an event or a symbol (Vaughan and Hogg, 2011). This reveals the problematic nature of any attempt to use persuasion to force attitude change. While it is unlikely that long-lasting and resilient attitudes can be easily changed, it is not impossible to do so. Petty and Cacioppo (1981) proposed a dual process theory, the Elaboration Likelihood Model, in which attitude change can occur through two processes. The elaboration likelihood model postulates two persuasion processing pathways, the central route and the peripheral route. The former refers to more attentive thinking that uses more cognitive resources, while the latter, less motivated, less self... middle of paper... simply the cell phone held in the hand. It has been suggested that laws regarding the ban on cell phone use while driving should include hands-free cell phones. Future research should use this information and perhaps measure attitudes regarding all phone use while driving rather than just handheld phone use. This study used the two elaboration processes established in the elaboration likelihood model, to measure the success of the TAC campaign, in changing favorable attitudes towards the dangerous practice of cell phone use while driving. The study results show that attitude change is possible through both central and peripheral route processing, measured before and after viewing the TAC advertisement. Central path processing has a clear advantage and was significantly more effective than peripheral path processing in attitude change.