Verizon Wireless has rolled out an advertising effort called ?Don?t Text and Drive,? encouraging people who get into a vehicle?s driver seat to keep their hands on the wheel.

The campaign began this week with a mix of ads, including television, radio, print, online, billboards and non-traditional media, designed to reach drivers.

?The strategy behind the campaign is to change the behavior of those who text and drive and reinforce the behaviors of those who don?t,? said Jeffrey Nelsen, spokesman at Verizon Wireless, Basking Ridge, NJ. This is obviously an issue, as driving and texting is dangerous and our campaign is a responsible corporate response to how people use our products and offers?

The TV spots claim that even though Verizon Wireless is all for texting, the carrier is more focused on the safety of subscribers. The spots ask consumers to think twice before they text and drive.

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Billboards simply ask drivers not to text and drive.

A mock-up of a billboard can be seen here.

Verizon Wireless has a long history of leadership on the issue of driving while using wireless services.

When Verizon formed Verizon Wireless in 2000, it broke from the rest of the wireless industry by supporting legislation that required people who talked while driving to use hands-free devices.

More recently, as texting has become mainstream, the wireless carrier supports bans on texting while driving and prohibits Verizon Wireless employees from texting while on the job or in a company vehicle.

The ?Don?t Text and Drive? campaign began airing on Monday, Oct. 26.

"For this campaign we are using media that hits drivers especially,? Mr. Nelson said. ?We are trying to get drivers when they are behind the wheel.?