In today’s world, smartphones are omnipresent; unfortunately, that’s the case even behind the wheel.

So when touch, Lebanon’s leading mobile operator, wanted to help reduce the number of people who use their phones while driving, launching another don’t text and drive campaign was simply not going to do the trick.

A fully-integrated campaign of more than 12 channels that invited texters to keep texting, but to stop driving, with TV, Radio, outdoor, print and online depicting relatable personas who use their phones behind the wheel…

So how did people get around? All campaign elements led to touchroadpartners.com, where a pool of alternative transportation solutions was made available, accessed on the touch app as well, with special touch promotions just for non-drivers:

Need a ride to the office? Carpolo’s your answer.

Out to dinner? Careem’s ready.

Need something picked up? Onlivery can handle it.

To further anchor the don’t drive initiative on ground, we created the Right Seat activation, inviting people to stop driving and to get in the right seat, the passenger seat.

PR efforts gathered digital influencers who joined the activation.