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?
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.
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?
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.
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.
The mobile website showed which apps
or built-in features you can use to go mono.
MONO was part of a bigger plan, over 40 companies
pledged to drive MONO at the start of our campaign.