In order to keep their customers safe, General Motors asked us to develop a campaign to prevent the increasing number of accidents due to texting and driving.

We discovered that more than 70% of in car text conversations start from incoming texts. So we decided to target the drivers as well as the drivers’s friends and families.

We decided to develop an app that would disable message notifications while the person is driving and inform the people texting them that they where driving.

This way, we protected the drivers seamlessly and with the help of their friends.

In only 3 months we have stopped 87,992 text messages to drivers and texting and driving tickets have decreased 17% -Source: National Transit Commission

Since the only media we were using were the drivers’ phones we developed an

app that mutes notifications from incoming texts to drivers and notifies the

drivers friends and family that they are driving.

Every time the driver receives a text, the person on the other end receives an automatic response: "Nick is driving, texting him could put his life in danger. TTYL”.

We automatically sent an SMS every time a person would try to reach a driver. This way we maximized the chance to prevent in car conversations from ever happening.

Several institutions have tried multiple prevention campaigns and highly complicated apps that directly target the driver. None of these actions have worked. We took the challenge to truly solve this problem.

Since we knew that most conversations started from outside the cars, we could not ignore the potential cause for more accidents.

We decided to target the drivers’ friends and family through a very personal form of media: the drivers’ phones. Receiving a direct, real time response from a familiar face would work better than any other type of media.