Maui police investigators say the driver killed Monday in an early morning accident was likely talking on a cellphone without a hands-free device when the crash happened.

The driver, 25-year-old Terrance Kyle Morgan, died at the scene at about 3 a.m. Monday. Police say he lost control of his 2004 Nissan on Piilani Highway near Lipoa Street and that the car crossed the centerline and rolled over onto the shoulder. A passenger in the car suffered minor injuries.

Morgan’s death marks the 12th traffic fatality on the Valley Isle this year, and it comes after Maui police dedicated April to raising awareness of the dangers of distracted driving, part of a nationwide campaign. There had been eight such fatalities by this time last year.

As of mid-April, Maui police reported issuing 414 cellphone citations.

"It’s always been a problem over here," Maui Police Lt. Ricky Uedoi said Tuesday. Whether distracted-driving incidents are increasing on Maui is "hard to tell," he added. "I think it’s nationwide, everyone facing the same challenges."

"Our officers are on the lookout," but it can be difficult for them to crack down on people texting or talking on the phone without a hands-free device, Uedoi said, because drivers can put down the phone when they see a police car.

Furthermore, in many instances after an accident, it can be difficult to get a driver to admit they were using the phone if there were no witnesses, Uedoi said.

In Hawaii, state law requires drivers caught using their phones to text or talk without a hands-free device to appear in court.

First-time offenders are fined $100 to $200, and the second-offense fine is $200 to $300. Offenders face a fine of $300 to $500 for any additional offense within two years of the second violation.