‘Watch the road’ - 2014 - The netherlands

Your smartphone means everything to you. All day long, you share your experiences with your friends. A photo, a WhatsApp message, or an update on Facebook – it's so much fun and so quick and easy! But NOT when you’re riding your bike! In traffic, you really need to focus all your attention on the road. With your smartphone in Bike Mode, you’re still online, but the longer you stay away from your apps, the bigger your chance of winning one of many prizes! ''

Bike Mode - Stay offline in traffic

The use of smartphones should go hand in hand with safe traffic. That’s why the Ministry of Infrastructure and the Environment will be working closely with the five largest telecom operators in the Dutch market KPN, T-Mobile, UPC, Vodafone and Ziggo in the ‘Watch the road’ campaign in 2014, 2015 and 2016. The launch of the Bike Mode app is the first result of this collaboration.