Interpolis from the Netherlands addresses the challenge of educating teenagers not to use their mobile phones while riding bikes, and potentially, later when driving, via an emotional story portrayed in a music video from Dutch hip hop artist Snelle. Half of road accidents in the Netherlands involve cyclists and distraction is the biggest cause, mainly because of phones. This winning initiative aims to eliminate road accidents by 2050 by changing the attitude and behaviour of 14- to 17-year-olds, the most at-risk age group. Using focus groups and research, Interpolis discovered that teenagers respond best to safety messaging from their peers, parents and social media, and when it sits within popular teenage culture. In addition, Interpolis uses a mobile app, PhoNo, to educate young people to use their smartphones safely and for every mobile-free kilometre they ride with the PhoNo app, teenagers collect money for a Dutch foundation that cleans plastic from the Dutch beaches and North Sea. Insurance data shows that app users made 20% fewer damage claims than non-users.

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