Driver distraction is a factor in up to 30% of crashes.

98% of young people think that using a mobile phone while driving is dangerous, yet 75% still admit to doing it.

Most of the time people are just on autopilot and use their mobile phone instinctively - from when they get up till they go to sleep. But in certain situations they evaluate whether or not it’s ok to use their mobile phones (movie theatres, first dates, work situations).

What creates this continuous evaluation is the thought that someone might have an issue with what they’re doing.

Using their phone in the car is normal, habitual, and their peers don’t question it – it’s socially acceptable to use your phone when you’re driving.

The challenge was to create a social stigma around phone use in the car.

In different cars, different young drivers reach for the phones.

Their passengers intercept them, offering a warm palm where the unsuspecting driver expects the smooth, cool surface of their phone.

This well-timed gesture of friendship is set to the loving melody of Lionel Richie’s ‘Hello, is it me you’re looking for?’

We seeded the film with two key influencers and handed complete ownership of the posts over to them. We used a channel (Facebook) that enabled easy sharing and tagging, making public the support of the message, and in a large proportion of comments, making public the intention to Phone Palm their friends if they needed to.

Because the intention was to create a film that resonated with our audience, we expected them to share it in their own platforms and circles. We kept an eye on the reach, ready to re-seed if needed, but with over 52,000,000 views and 1,000,000 shares in the first week, further activity hasn’t yet been implemented.