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?

divider-project
divider-project2

Mono
Ministry of Infrastructure
and Water Management

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 one 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 new brand and a 10 year lasting campaign.

divider-project2

One single text or Whatsapp can affect multiple people’s lives.
In our campaign,
we show interconnected stories that meet on the same crossroad. What could happen when one single message distracts
one of the drivers or cyclists?

divider-project
divider-project2

In online, mobile, social media and radio, we activated everyone to install
an auto-reply app or built-in feature on their phone. This is the easiest way to block
incoming messages and to notify others that you are driving or cycling MONO.

divider-project2
mono_02b_socialads
divider-project2

Even social influencers joined our campaign. We’ve worked together with Hanwe,
a YouTuber with 796K followers. He and his brother walked at the crossing in our
tv commercials and they created social content to reach a young audience.
The Youtube video generated over 1.8 million views.

divider-project2
divider-project2

The mobile website showed which apps
or built-in features you can use to go mono.

divider-project2
mono_03c_website
divider-project2

MONO was part of a bigger plan, over 40 companies
pledged to drive MONO at the start of our campaign. 

divider-project2
divider-project2

Fed up with your FOMO?
Get in the car or on your bike
and go Mono. Just check MONO.nl

Let's grab a coffee and chat about the good, the bad and the weirdest stuff in life.

© 2020 Edward van der Veen