A GPS with the voice of a child

If Insurance gets drivers to pay attention near schools and parks.

Let’s be honest, every driver reading this takes speed limit signs as more of a rough guideline, than a strict rule. And even though the police might not bother to pull you over for only going 10 km/h over the limit, that can make all the difference when a child you weren’t expecting suddenly runs into the road.

Scandinavia’s If Insurance wanted to address this, so it engaged Swedish agency Forsman & Bodenfors to create the “Slow Down GPS” app. In most places, you’ll hear the familiar GPS voice giving you directions from your mobile device. But when you get close to a school, daycare or park, it switches to the voice of child, hopefully snapping you out of whatever daydream you were in by reminding what’s at stake by not paying attention to how fast you are going. The app is currently available for drivers in Sweden, Norway and Finland, and a section on its website also allows people to input kid-heavy locations it might have missed.


Brand: If Insurance
Agency: Forsman & Bodenfors