MAIL.RU
Doesn't matter what it says. Put the phone away.
Texting while driving is still one of the common causes of car crashes in the world and together with a major Russian Internet company Mail.ru, we have launched an interactive social campaign that raises awareness on the danger of using the phone while driving.
The idea of showing the sad consequences of texting and driving is nothing new, so we decided to reinvent it. We have developed an adaptive website with a video where a young man instead of spending the Christmas Eve with his friends crashes into another car while texting and driving on the parking lot.
Then we embedded an algorithm that allows customizing the last two text messages displayed in the video. After altering the content of the messages users get to their unique video in two clicks and can share it with the ones they love and care about. Sharing the customized video helps to raise awareness on the danger of texting and driving and possibly can prevent someone from checking their phone while behind the wheel.
The response exceeded our expectations: in the first two days after the launch the video has scored more than 1 million views and was broadly discussed in media. We sincerely hope this campaign made people think twice before using their phones while driving and maybe even saved somebody's life.
No message is more important than your life. Put your phone away.