This app isn’t here yet, but it’s just a matter of time:
Saatchi & Saatchi [Toyota’s ad agency] claims 74 percent of parents are more concerned about their kids getting into a car accident than getting into drugs or crime. This makes sense, as doing drugs and petty vandalism are both a lot more fun than dying in a car accident.
“Tell teenagers to turn their phone off in a cinema and they will — tell them to turn it off in a dangerous situation, like driving a car, and they won’t. Go figure,” said Jason Mendes, executive creative director of Global brands at Saatchi & Saatchi. “However, for teenagers, the threat of embarrassment is far more severe than the threat of injury — that insight we thought was a powerful platform to create something that would cut through, make a difference and ultimately continue the conversation around safety.”
And you should know, beleaguered parental units, that this app, for now, is Android-only. It won’t remain so, of course.