Why didn’t we think of this before?

The Ministry of Transportation and John St. created a clever phone hack to stop you from texting and driving.
life hack

The solution to combat texting and driving is so simple that even the advertisement to promote its simplicity was, well, simple.

John St. recently came up with a life hack (a do-it-yourself shortcut that makes life easy again) for the Government of Ontario’s Ministry of Transportation to stop people from staring at their screens when they should be staring at the road. It’s called “#SaveALifeHack” and it’s as stratightforward as (a) popping off your phone cover and (b) flipping it over and covering your screen. Voila! No more distractions (unless you forgot to turn off the volume). Here’s the demonstration video, which is (as mentioned) equally simple, resembling an over-the-top case study with corporate stock footage to boot.

“The internet is rife with hacks designed to be “lifesavers,” says Angus Tucker, ECD at John St.But few of them actually save your life… We think that young drivers will appreciate the simplicity of this idea, and that the answer to this problem is not brain surgery. It’s as simple as flipping your phone case over.”

The hack is actually part of a larger campaign that launched last month, featuring a startling and frightening spot (below) that shows the realities of distracted driving.


Brand: Government of Ontario’s Ministry of Transportation
Agency: john st.
Executive Creative Directors: Angus Tucker, Stephen Jurisic
Copywriter: Sanya Grujicic
Art Director: Andrew Bernardi
Account Team Lead: Cheryl McKenzie
Account Supervisor: Zalona Caruso
Producer: Sharon Langlotz
Strategy: Colin Carroll
Production House: 172 Productions
Director/Editor: Matthew Johnson
Executive Producer: Cynthia Heyd
Line Producer: Megan Munro
Audio: Boombox Sound
Music Producer + Voice Director: Stephanie Pigott
Executive Producer: Umber Hamid
Media buying: PHD Media