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Problem: As mother’s day draws near, road safety organizations saddle up to engage in creative initiatives that communicate safety, in favor of mothers who are constantly worried about the safety of their children. The evaluation of campaigns aimed at improving road safety is still weak and rather forgotten. Because of this, ineffective campaigns and campaign techniques are allowed to continue to be utilized without question, while new methods of behavior modification are often ignored.
Solution: Since 72% of smartphone users in Iraq use Android, a radio activation campaign was created through a joint venture between Jaguar Automotive and Google. Knowing that the ‘Voice Command’ feature is available on every Android device; a staged performance was initiated by asking several mothers to send a small message to their children via a radio show. The message would sound something like this: “Hi Ahmad, I love you and this is for your own good: ‘Ok Google, Turn On Airplane mode’.” The phone in return will automatically switch airplane mode on, preventing users from using their phones while driving. Mechanism (below).