Instead of just an awareness campaign we developed a solution: Safe Lock, a bicycle lock that acts as a binary switch. When the bicycle is unlocked, the KPN cellular and data network is locked, disabling all data and voice communication. When the bicycle is locked back up, the network is unlocked and kids can freely use their phone again. In case of an emergency, the alarm number can always be reached.

To make this possible, we had to enhance the KPN cellular network, enabling it to temporarily block all data and voice communication to a specific smartphone. The lock is very easy to use for kids, as it builds on the existing habit of locking their bike with a similar style O-lock.

We launched our message on 21 June 2017 through a national and international press release. Our press kit highlighted research findings about the safety effects of smartphone distraction in traffic. It also included a press video explaining the Safe Lock mechanism. We made sure journalists had access to a range of press materials, which helped ensure consistency of the message.

The Safe Lock was first presented as a prototype in June 2017. Its introduction was widely reported by both national and international press, including The New York Times, The Washington Post and The Verge, and reached over 10 million people in The Netherlands (a country of only 17 million) and over 180 million people worldwide – all in less than 5 days.

In the wake of our PR effort, awareness of the Safe Lock reached 22% of Dutch adults. Their response is very positive: 66% of those who know about the Safe Lock regard it as a sympathetic initiative by KPN, and younger generations respond even more positively than their parents (76%). Brand perception scores are higher among those who have heard of the Safe Lock – for example ‘KPN makes society better / safer' (22% vs. 17%).

Our press release issued an open invitation to telecom providers worldwide, to collaborate with us on the introduction of this solution around the globe. We believe that this innovation can be implemented in a wide range of transportation modes, including cars, and offers a powerful solution to a problem that will become increasingly urgent in the years to come. Especially among young drivers.