Shifting distracted driving from the
drivers’ responsibility into everyone’s

Shifting distracted
driving from
the
drivers’
responsibility
into everyone’s

The Challenge

The Challenge

Distracted driving and cycling is a leading cause of the increase of traffic accidents in The Netherlands. Phone addiction and FOMO are hard to cure, so how to reduce distracted driving?

Distracted driving and cycling is a leading cause of the increase of traffic accidents in The Netherlands. Phone addiction and FOMO are hard to cure, so how to reduce distracted driving?

Our Solution

Our Solution

Research proves how hard it is to ignore our mobile phone. Incoming messages are irresistible, so we made distracted driving a problem that concerns all of us. We introduced ‘MONO’, a new government brand that inspires everyone to take responsibility to keep their and others’ eyes on the road. 

Research proves how hard it is to ignore our mobile phone. Incoming messages are irresistible, so we made distracted driving a problem that concerns all of us. We introduced ‘MONO’, a new government brand that inspires everyone to take responsibility to keep their and others’ eyes on the road. 

MONO stands for one, do only thing on the road and that’s driving or biking. Our campaign was the first campaign that also addresses the social environment of the driver, because if you care about someone, you don’t distract them while they’re driving or biking. With MONO, we launched a brand and the start of a 10 year lasting campaign. 

MONO stands for one, do only thing on the road and that’s driving or biking. Our campaign was the first campaign that also addresses the social environment of the driver, because if you care about someone, you don’t distract them while they’re driving or biking. With MONO, we launched a brand and the start of a 10 year lasting campaign. 

Cross others’ lives

Cross others’ lives

One single text or Whatsapp can affect multiple people’s lives. In our campaign, we showed interconnected stories that meet on the same crossroad. What could have happened when one single message distracted a driver or a cyclist?

One single text or Whatsapp can affect multiple people’s lives. In our campaign, we showed interconnected stories that meet on the same crossroad. What could have happened when one single message distracted a driver or a cyclist?