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April is Distracted Driving Awareness Month and according to Thunder Bay Police city drivers are not catching the memo.

During the first week, which included a holiday and a blizzard, causing enforcement blitzes to be scaled back, officers still managed to hand out 123 fines associated with distracted driving.

Those fines collectively added up to $75,000 for drivers.

Police used a variety of tactics including the use of unmarked cruisers, pickup trucks and even city buses, catching drivers in the act of using their cellphones while they drive.

In an effort to reach as many people as possible a social media campaign has been launched, called “This Text Will Cost You”.

The campaign will highlight the financial burdens which come with a fine for distracted driving, which starts at just over $600 and only goes up from there.

• $615 for the fine itself
• $281 licence reinstatement fee (required due to the three-day licence suspension for distracted driving)
• Various costs associated with arranging transportation during a three-day licence suspension (bus fare, taxi/ ride share fees, etc.)
• A potential insurance adjustment of $1,400 – $3,500 annually