Teen drivers have the best crash price of any demographic. Youthful drivers are most certainly to make use of their telephones whereas driving or velocity in high-traffic areas, and roughly half of all accidents related to youthful drivers had been single-vehicle crashes. In response to the Nationwide Middle for Well being Statistics, motor-vehicle crashes are the main reason behind dying amongst people beneath 20.
Retaining youthful drivers secure is a serious concern for establishments just like the Nationwide Security Council, however some automakers have their very own initiatives. Toyota, for instance, had TeenDrive365, which offered a sequence of on-line movies geared toward encouraging safer driving habits. Whereas the automaker deserted that program after 2014, leading to all of its content material mysteriously vanishing, Toyota nonetheless appears eager on retaining younger motorists on the highway and out of the morgue.
Nonetheless, what’s one of the simplest ways to encourage accountable driving? Teenagers don’t like being placated, they usually in all probability know the legal guidelines higher than older drivers (as they’ve handed their written take a look at way more just lately). With this in thoughts, Toyota thinks humiliation could be the key. The automaker has made mortifying simply embarrassed teenagers the central theme of its new security app.
Partnering with Saatchi & Saatchi London, Toyota designed its Protected and Sound app to observe the actions of recent drivers and intrude after they mess up by enjoying the father or mother’s completely uncool music playlist. Whereas this isn’t a lot of a punishment you probably have hip dad and mom or aren’t awkwardly self-conscious, it ought to work as prescribed for the typical teenager.
Showcased in AdWeek, the app requires all family members to obtain the app and (if they need the audio deterrent) hyperlink it to their Spotify accounts. When a teen asks to borrow a father or mother’s automotive, dad and mom click on a button and the app makes use of the Google Maps API to trace how briskly the driving force goes. As soon as it senses that the car is transferring quicker than 9 mph, it routinely flips right into a “don’t disturb” setting, blocking all incoming calls and social media notifications.
If the younger driver is caught dashing or the telephone indicators that it’s being dealt with, the music choice swaps from Odd Future or One Route to Steely Dan, Michael Jackson, or The Human League — relying on the coolness of the adults.
One apparent loophole to this security app is the existence of the quantity knob. There additionally isn’t something stopping a teen from deactivating the applying. Nonetheless, if that happens, one would hope the involved dad and mom droop their little one’s driving privileges till they’re prepared to play ball.
Helicopter parenting is unquestionably a blight on society, however attempting to maintain teenagers from crashing is one thing value exerting some further effort over — even when it simply leads to much less apprehension. Saatchi & Saatchi claims 74 % of oldsters are extra involved about their youngsters getting right into a automotive accident than stepping into medicine or crime. This is smart, as doing medicine and petty vandalism are each much more enjoyable than dying in a automotive accident.
“Inform youngsters to show their telephone off in a cinema and they’ll — inform them to show it off in a harmful state of affairs, like driving a automotive, they usually received’t. Go determine,” mentioned Jason Mendes, govt artistic director of World manufacturers at Saatchi & Saatchi. “Nonetheless, for youngsters, the specter of embarrassment is way extra extreme than the specter of harm — that perception we thought was a strong platform to create one thing that may reduce via, make a distinction and finally proceed the dialog round security.”
The automaker says the app is presently Android-only and can increase globally after its European launch.