Turning a distraction
on the road
into a life-saving tool


In Australia, 1 in 3 drivers under 25 will crash in their first year of driving. Worse still, 2 die on our roads every week – a problem made worse by the increasing distraction of smartphones. With traditional government scare campaigns increasingly failing on deaf ears, Samsung saw an opportunity to make a difference in a new way.


Samsung created S-Drive, a program that encourages and rewards safe driving. At the heart is an app that uses GPS to monitor driving, giving out points for each safe kilometre travelled, points that can then be redeemed for rewards. And knowing friends are the largest influence, S-Drive used peer pressure for good by prompting participants to create Drive Teams of three friends, and in doing so make a pact to each other to drive safer. The program was launched in the Hunter region, an area notorious for its high youth accident rates. Over 4,500 participants signed up to trial S-Drive, with signups growing week by week, instead of declining after launch. Over the program period, participants drove nearly 350,000 safe kilometres and claimed 25,000 rewards. Most importantly, Hunter region fatalities on the road dropped 20% when compared to the same period the previous year - the lowest death toll since 1936.

Additional projects