ASK
Break young drivers' reflex to look at their screens while driving.
Break young drivers' reflex to look at their screens while driving.
INSIGHT
Young drivers are scared of missing out and the second a screen lights up, it becomes irresistible.
Young drivers are scared of missing out and the second a screen lights up, it becomes irresistible.
CONCEPT
Replace preachy PSAs with a badge of pride that turns phone-free driving into a lifestyle statement.
Replace preachy PSAs with a badge of pride that turns phone-free driving into a lifestyle statement.
Since the goal is keeping your eyes on the road, I turned the counters in the b and d into eyeballs. It gives the acronym personality, and it’s so simple that even if you just see "bsd" in a text message, you can’t unsee the eyes.
I redesigned GM’s advocacy landing page to make the experience feel integrated by presenting the issue, how GM helps and a call to action.
Once drivers sign the pledge, the physical badge arrives by mail. Attached to a keychain, it acts as a final visual cue to put the phone away before starting the car, while matching decals spark curiosity among other drivers on the road.
An out-of-home and social campaign meeting future Gen Z drivers where they commute. Subway boards intercept 14–16-year-olds before they get their license establishing safe driving habits early. Transit placements highlight the badge to make the behavior cool and aspirational.
To reach older Gen Z drivers, we brought the digital pledge to college campuses through an interactive pop-up, giving students an immediate way to earn their badge on-site. In addition, billboards sparked friendly competition between universities to drive app sign-ups driven by campus pride.
To celebrate the winning campus, GM hosts the Black Screen Festival: a phone-free concert experience. Attendees lock their devices in Yondr pouches upon entry, receiving custom branded disposable cameras to capture the moment without screens.
Milestone badges and driving streaks are shareable to social channels, turning safe driving achievements into organic word-of-mouth visibility.