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
Stay offline in traffic
More and more people own a smartphone and make regular use of mobile internet applications – even when they are in traffic. This is very risky! That’s why, in 2013, we launched the ‘Social media and traffic don't go together’ campaign. It enabled motorists to see and experience that using WhatsApp, Facebook and Twitter don’t go together with safe and responsible participation in traffic.
We are now communicating a similar message to young cyclists. Twenty percent of all young people involved in a bike accident were using a smartphone at the time. This means hundreds of them are hurt like that every year. That’s why we want to encourage young cyclists to ride more safely. To make it appealing for young people to change their behaviour, they can win great prizes if they don’t use their smartphone while cycling.
Collaboration with telecom providers
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.
Did you know?
Opdrachtgever: Ministerie van Infrastructuur en Milieu, KPN, T-Mobile, UPC, Vodafone en Ziggo
Verantwoordelijk: Koos Tamis (IenM), Monique Taal (DPC) en Toiny van der Palen (DPC)
Creatie: Gebroeders Janssen, Tomas Rouw, Olaf van der Geld (CD) en Zwier Veldhoen (CD)
Account: Merel Hoogendorp, Marieke Fernhout en Willemijn Reuvers Strategie: Silvia van Hooft en Jos Ahlers
Productie: Jasper Baartmans en Michiel de Vos
Animatie: Kreukvrij.com en Renoud Netjes
Illustatie: Iwan Smit
Design: Marcel Berghuis
Techniek: Elements en Steve Stomp
Geluid: Haai Faai Deluxe, Guy van der Hoop
Graffiti: Spray Art