Teens just don’t think looking at their phone for a few seconds is distracted driving. This Spotify radio campaign for the Ontario Ministry of Transportation made them realize ‘it happens fast.’

Despite the widely publicized dangers, teens just don’t think looking at their phone for a few seconds is distracted driving. So we launched a Spotify radio campaign that made them realize that seconds is all it takes. We geo-targeted the radio ads to the Ontario roads they drove the most and customized them to their Spotify playlists by using the power of Spotify’s behavioral data.

Teenage Girl: It's early. You’re in the car, on your way to the gym.

Teenage Girl: Wait, what song is that playing? You pick up your phone to check. It would be such a good song for running. But you can’t run. You'll never even walk again.

Teenage Girl: The doctor says you fractured your vertebrae and severed your spinal cord, and the damage is irreversible.

V/O: It happens fast. Put down the phone.

V/O: Paid for by the Government of Ontario