WHAT will it take to finally convince drivers to stop illegally using their mobile phone while behind the wheel of their car?
The threat of a $344 fine and the loss of five demerit points has so far proved insufficient for many errant drivers but maybe a greatly increased threat of getting caught will finally do the trick.
At least that's what the state government is banking on as it announces a world-first statewide rollout of phone detection cameras that will look directly into the front seat of your car to check if you're doing the wrong thing.
There will be fixed and relocatable cameras and they will be set up on all manner of roads ranging from busy city streets to country highways and remote bush roads.
For the first three months offending drivers will be issued warning letters rather than a fine and loss of points but, after that, there will be no second chances.
Crucially, drivers will not be given a warning that there's a detection camera up ahead as is currently required when mobile speed cameras are in use, and nor should they.
It's never made sense that drivers who are breaking the law by speeding should be given one last chance to slow down before passing one of the cameras, and even less sense that so many are still getting caught regardless.
But the use of mobile phones by drivers is now far too common and far too dangerous for anything but a full frontal assault by the government.
Ultimately, though, it's up to everyone to do their part to help bring down the road toll as we continue working towards the ultimate goal of zero deaths.
For its part, the state government continues to rollout new safety and education campaigns targeting everything from speeding to drug and alcohol use, seatbelts, fatigue and now mobile phones.
But, history shows, no deterrent and campaign works in all cases.
In the end, bad driving behaviours come down to individual choices and there will always be drivers who take the wrong option.
And road safety boffins and the police can do only so much to combat such idiotic, high-risk behaviour.
A zero road toll might be an impossible dream, but it has to be the target.
Because zero is the only target that acknowledges that every life lost on our roads is one life too many.