Insurance company Etiqa has launched a first of its kind magazine ad insert that doubles as a safe mode phone pouch. This is done with the hopes of raising awareness that phone usage whilst driving is 23% more dangerous than drunk-driving.
Etiqa’s new "Reach Safe" campaign, developed with Y&R Singapore, and kicks off by pointing to the dangers of phone usage while driving, and helps prevent it with a giveaway pocket made from a special polymer that puts phone into safe mode.
Distributed with popular automotive magazine Torque, the giveaway urges people to reach their destinations safely by putting the phone inside the pouch, which automatically triggers safe-mode, preventing calls and messages from going through. Upon removal, all phone settings are immediately restored.
Etiqa Insurance is also encouraging drivers to take the “Reach Safe” pledge on Etiqa’s Facebook page. In addition, the insurance company has reserved 200 limited edition pouches, available for collection at their Customer Care Centre and complimentary for anyone who is keen to get their hands on it.
"At Etiqa, we believe in humanising insurance and placing people over policies. This allows us to create awareness in a meaningful and impactful way. Drivers know the danger of drunk driving, but they do not think the same when using their phones on the road,” said Shirley Tan, head of marketing at Etiqa Insurance. “We hope this campaign will encourage them to keep their phone in the pouch and eyes on the road.”
As well as being 23% more dangerous than drunk-driving, other research findings show that 5 seconds is the minimal amount of attention that a driver who texts takes away from the road. If traveling at 55 mph, this equals driving the length of a football field without looking at the road. Texting while driving also slows braking reaction speed by some 18%, said Human Factors & Ergonomics Society.