Egypt has the highest incidences of road fatalities per miles driven in the world (UN/2014). KIA wanted to remind drivers about the dangers related to the use of mobile phones while driving (one of the main causes of careless driving habits).

A different way of doing things.

Instead of yet another gruesome campaign, we designed something simple, yet impactful. A new way to influence our audience in a careful and considered manner.

The result was a new text and style, based on the idea that it can just take one letter to cause an accident. Over a three month period, KIA releases each letter, until it culminates into the whole line: Don't text and drive. Creating a new angle in communicating the associated perils of texting and driving.

The only tangible result is the number of mobile phone-related accidents that will occur in 2014. And we won't know that until the UN publishes its numbers next year.