We wanted to engage people not just with a message, but with a solution to combat an overpowering addiction.

With a simple idea we turned an object we use to protect our phones, into a shield to protect ourselves. Every time you are about to drive, take the protective cover off the back of your phone and use it to cover the screen. #CoverYourPhone, literally.

No new technology needed, no apps or specific devices. You don’t even have to switch your phone off. Just use the cover case you already have, that almost everyone already has.

A new gesture that anyone can do, a little attention that may help drivers to resist the temptation to look at the screen while driving. We know it won’t stop you from doing it, but at least it will make it a bit more difficult and less impulsive.

The idea was officially presented during a BMW press conference on March 27th 2018, while the partnership and the upcoming initiative was previously announced by Alex Zanardi during a TV host in one of the most popular Italian talk shows “Che tempo che fa” .

The idea received the immediate support of the Italian State Police and in no time conquered the national media.

As soon as Alex posted our video on his social pages (so did BMW on its officials), thousands of fans immediately shared it and many others took the idea and made their own video, spreading #CoverYourPhone gesture around the web.

Launched on March 27th 2018 (with a teaser TV host in January), with almost zero media budget, the initiative has already received a massive response to date:

More than 20 Mio total reach.

Over 1 mio total social interactions (reactions, views, shared and created videos)

106 press releases in Italy alone.

Almost all national news (along with local newspapers and magazines) reported and supported the initiative, some of those also by dedicating interviews to Alex Zanardi and BMW management. All major Italian car magazines dedicated special pages to the idea, with full coverage and sincere support.

Moreover National TV News broadcasts like TG1 and TG2 (some of the most watched in Italy) have also dedicated a report.