Although I hope they have some success with the campaign, I am not very optimistic.
Problem 1: Multitasking is not just eyes
Even though using a cell phone while driving is illegal in the Netherlands, calling hands-free isn't. This is also what the campaign focusses on: your eyes have to be on the road. However, research has shown that driving with a hands-free set is as distracting as with a normal phone. This should not surprise us too much: making the call itself (i.e., dialing) is a much shorter task than having a phone conversation. But it shows that even though the driver may look at the road and have his hands on the wheel, he or she can still be distracted due to conflicting demands on working memory ("You want me to buy apple sauce? Ehrr.., but now I forgot what the maximum speed was...") The focus on the idea that is the eyes and hands that are responsible for multitasking trouble is particularly worrisome, because more and more technology tries to alleviate that aspect of multitasking–while ignoring the others. In particular, I have seen several mentions of the new iPhone 4S's Siri feature (you can talk to your phone and it talks back) as the perfect way to use it while driving.
Problem 2: People can multitask, so don't pretend they can't
What is the mantra of people that try to teach us to better our lives? People cannot multitask, they are built to only carry out one task at a time (David Peebles sent me this link in which some talking head is reiterating this as if it were truth). If that were true there wouldn't be a problem! But on the contrary, people can multitask quite well in certain situations, but not in others. My first post on "het nieuwe pinnen" shows an example of how a small modification in situation can change good multitasking into bad multitasking. And that's the trouble with traffic: there are many situations that allow for multitasking, but that can change rapidly into situations in which multitasking suddenly becomes very dangerous. The cognitive demands of driving vary widely in time, making reliable multitasking impossible. But because of the frequent low-demand periods, the temptation to multitask remains (along with the mistaken conviction that there is no harm in it).
I am not sure what the right way is to prevent people from multitasking in the car, but if we focus on the wrong issues we will definitely not crack the problem.