Redefining distracted driving from an individual problem into a collective responsibility
Redefining distracted driving from an individual problem into a collective responsibility
Redefining distracted driving from an individual problem into a collective responsibility
Dutch Government
The challenge
The Challenge
Cellphone use in cars or on bikes is a leading cause of the increase in traffic accidents in The Netherlands. Phone addiction and FOMO are the underlying problems that cannot be solved overnight and research shows how difficult it is to ignore incoming messages. How to prevent distracted driving?
Cellphone use in cars or on bikes is a leading cause of the increase in traffic accidents in The Netherlands. Phone addiction and FOMO are the underlying problems that cannot be solved overnight and research shows how difficult it is to ignore incoming messages. How to prevent distracted driving?
Cellphone use in cars or on bikes is a leading cause of the increase in traffic accidents in The Netherlands. Phone addiction and FOMO are the underlying problems that cannot be solved overnight and research shows how difficult it is to ignore incoming messages. How to prevent distracted driving?
Our solution
Our Solution
We introduced Mono, a government brand aimed at establishing a new social norm - Go Mono. Mono means one, doing one thing: driving or biking instead of using your phone. Our campaign turned distracted driving into a collective responsibility, showing that everyone can make a difference by not messaging someone whom you know is on the road.
We introduced Mono, a government brand aimed at establishing a new social norm - Go Mono. Mono means one, doing one thing: driving or biking instead of using your phone. Our campaign turned distracted driving into a collective responsibility, showing that everyone can make a difference by not messaging someone whom you know is on the road.
We introduced Mono, a government brand aimed at establishing a new social norm - Go Mono. Mono means one, doing one thing: driving or biking instead of using your phone. Our campaign turned distracted driving into a collective responsibility, showing that everyone can make a difference by not messaging someone whom you know is on the road.
Intersecting lives
Cross others’ lives
Intersecting lives
One single text or WhatsApp can affect multiple people’s lives. In a series of television commercials, we follow the stories of people colliding at the same intersection. What if one of them got distracted by their phone?
One single text or WhatsApp can affect multiple people’s lives. In a series of television commercials, we follow the stories of people colliding at the same intersection. What if one of them got distracted by their phone?
One single text or WhatsApp can affect multiple people’s lives. In a series of television commercials, we follow the stories of people colliding at the same intersection. What if one of them got distracted by their phone?
