We can't keep our hands off our smartphones; it's a strong habitual behavior. This applies to both drivers and message senders. Our phone constantly tempts us with messages that could be important or alleviate our boredom.

Research shows that almost half of young people send a message to someone they know is driving or cycling at that moment, and this often leads to accidents. People often don't realize that simple daily messages like "On your way?" can create unsafe situations for their loved ones, friends, or colleagues.

Therefore we show how to avoid these kinds of situations and give a tool in hand to let your loved ones know in advance that you're on your way. "Mij Nie Appen!" (Don't text me!). A saying derived from the popular saying by Martien Meiland "Mij Nie Bellen" (Don't call me). The goal of this recognizable and lighthearted action perspective is to break the strong habitual behavior.

About MONO
MONO stands for one or alone. The campaign is about focusing on one thing at a time in traffic: the road, and urges people not to be distracted by social media and WhatsApp messages. The campaign started in 2018 and has so far mainly focused on road users themselves, the recipients of messages. The new research provides opportunities to also address the behavior of message senders. The goal of the campaign is to create a social norm of not sending messages to road users, so that they, in turn, are not tempted to read messages.

Year
2022

Client
Ministerie van Verkeer & Waterstaat / MONO

Made at
Roorda

Role
Creative Lead & Art Director

With
Eva Koffeman, Joeri Jansen, Jorn Slotboom

Production
HolyFools

Director
David Eilander