| Brief | We’ve been told a million times: using our phone while driving is dangerous.To combat an overpowering addiction, we wanted to engage people not just with a message, but with a concrete solution.With a simple idea we turned an object we use to protect our phones, into a shield to protect ourselves. Every time you are about to drive, take the protective cover off the back of your phone and use it to cover the screen. #CoverYourPhone, literally.No new technology needed, no apps or specific devices. You don’t even have to switch your phone off. Just use the cover case you already have, that almost everyone already has.A new gesture that anyone can do, a little attention that may help drivers to resist the temptation to look at the screen while driving. We know it won’t stop you from doing it, but at least it will make it a bit more difficult and less impulsive.To launch the idea we needed a voice that everyone in Italy would listen to. Not simply a media amplifier but someone credible, when it comes to both cars and safety, indistinctly respected and committed to the problem.Alex Zanardi, BMW Driver and Paralympic champion. A man who is seen as a real, life model by Italians. Someone who personally knows what getting distracted when driving can cost and who already has publicly expressed his complaint against people watching their phone while driving.Alex embraced the idea right away and agreed to stage in a video and to post it on his private social channels, where he invited his followers to do the same.The idea received the immediate support of the Italian State Police and in no time conquered the national media.As soon as Alex posted our video on his social pages (so did BMW on its officials), thousands of fans immediately shared it and many others took the idea and made their own video, spreading #CoverYourPhone gesture around the web. |