The challenge:
To identify a unanswered problem and provide a creative solution to it.

 

The insight:
People text and drive everyday without realising how dangerous it really is. They perceive it as an “innocent” act and are not aware of the consequences.

 

The big idea:
Texting and driving is responsible for 25% of road accidents, yet somehow slips under the radar. That’s where Focus comes in. By pairing an unobtrusive device on your sun visor with your cellphone, Focus can tell when you are driving. Once you begin driving, Focus will help you remain dedicated to driving by blocking out all but the most important notifications. You won’t be able to access your phone before going through a screen asking if you would really, truly, desperately like to access your phone. The bottom line is we, as humans and as drivers of fast-moving metal objects, are stupid. Even the fact that phone use is illegal while driving doesn’t seem to faze us. The answer is Focus.

Your distance driven and time spent driving will be recorded and tallied up, adding to your Focus driving profile. To this profile will also be added how many calls you’ve received while driving, and how many times you’ve checked your phone while driving. All of these things will contribute to your profile level which, when you reach certain milestones, will reward you with wondrous things like airtime, mobile data, or movie tickets.

Life is hard. It’s harder when you’re stupid.