Liberated Drivers

Let driving distract you from your phone.

Client : Waka Kotahi (NZTA)

Getting people to switch their phones off in their cars is hard. They can’t resist them anywhere else, so what would make them do it here?

Precisely that.

When ‘danger’ messages weren’t working, ‘Liberated Drivers’ leveraged a global growing desire to take back the control we’ve lost from our phones, by repositioning the car as a safe haven from distraction. Instead of inconveniencing connectedness, driving now offers a sweet escape. A subtle flip that turns the car into a tool for phone resistance: a place where, for once, driving is the distraction.