Samsung drives road safety campaign in Singapore

Pledge your attentionDrive without mobile distractions — that’s the message from Samsung’s “The Road Comes First” campaign targeted at Singapore road users to promote the responsible use of mobile phones on the road.

Endorsed by the Traffic Police and Singapore Road Safety Council, the campaign aims to address the increasing problem of illegal mobile phone use among drivers. The number of summons increased 46 percent, from 1,169 between January to June in 2012 to 1,705 over the same period in 2013.

A Samsung-commissioned survey found that a large majority of 83 percent of the Singapore drivers surveyed admitted to using their mobile phones, without a hands-free kit, while at the wheel in the last 12 months. They were most likely to be using GPS or map applications, checking their mobile phone screens, and texting.

This was in spite of an overwhelming majority of 95 percent of respondents being aware that it is illegal to use a mobile phone while driving without a hands-free kit, while the car is in motion. Complacency seemed a key cause of the unsafe behaviour; when asked why respondents used their phones in this manner, the feeling that it was safe for them to do so was the response most cited.

To encourage safer driving behaviour, Samsung has developed an “Eyes on the Road” mobile app that helps drivers switch off mobile distractions when they get into their cars by activating the Drive Safe mode. The app can be downloaded from Google Play for free from  November and from Samsung Apps from November 18. It can be used on all Android smartphones and is optimised for Samsung Galaxy S III, Galaxy S4, Galaxy Note II, and Galaxy Note 3.

Samsung also launched “Pledge Your Attention”, a Facebook app that calls for people to commit to not using their mobile phones while driving, and make a strong stand against the phone-and-drive habit.