Drivers who are tempted to talk, text or even check their cell phones while driving are being reminded that these actions are against the law, and police in Toronto and York Region are making extra efforts to ensure motorists follow the rules.

Beginning Tuesday, the CAA South Central Ontario in partnership with members of the Traffic Safety Coalition will launch a six-week long distracted-driving initiative.

The aim of the campaign is to make drivers aware of the dangers of distracted driving and encourage them to focus on the road.

“We’ve done a lot of different proactive efforts in that area,” said Const. Laura Nicolle, “but I think people are still tempted to look at their phones and are tempted to answer that text or check something.”

Despite the fact that police have been spreading the message about the risks of distracted driving, there’s still room for improvement, said Nicolle.

“You see it. You stop at a red light and you look around and you see people with their heads down looking at their phones; it’s still happening.”

Police are always looking for drivers who aren’t paying attention to the road, but for the next six weeks officers will be targeting motorists who may be too attached to their hand-held devices.

Studies have found that drivers engaged in text-messaging on a cellphone are 23 times more likely to be involved in a crash or near-crash event compared with drivers who are focused on the road.

Teens and adults under 35 are more likely to use cellphones while driving than any other age cohort.

Ontario’s ban on using hand-held devices while driving took effect on Oct. 26, 2009.

The fine for this offence increased in March from $155 to $280.

Motorists can still talk on their phones, but they must only use wireless devices, like an earpiece or headset, or sync their mobile devices to their vehicle’s sound system.