Safety Code

Agency Network: 
December 2017
Audi: Safety Code
Audi Digital Ad - Safety Code


Drivers who are distracted by their phones are a huge problem that causes thousands of accidents each year. Still, 8 out of 10 drivers use their phone whilst in traffic which is quite alarming considering that a 2-second distraction is long enough to increase the likelihood of a crash by over 20 times. Now, just before Christmas – one of the busiest holidays of the year on our roads – Audi is presenting a solution. Instead of asking drivers to stop using their phones or block the use of them while in the car, they are asking the world's website hosts to help out making the roads safer.

The project is called Safety Code which is a free code snippet that can be used by anyone who has a website. By applying the code to their website’s scripts, the site analyses the visitors’ GPS-position to determine if they are driving. If they are at a speed over 20 km/h, the site will be blocked until the visitor confirm that they aren’t the driver of a vehicle in order to continue to surf the site.

Safety Code is the first solution where website hosts can contribute to a safer road environment. is already using the code and now Audi is releasing the code to the public at with the hope that more sites will follow.

Campaign Site:

Digital advertisement created by Åkestam Holst, Sweden for Audi, within the category: Automotive.

Advertising Agency: Åkestam Holst, NoA, Stockholm, Sweden
Creative Director: Magnus Jakobsson
Art Directors: Michal Sitkiewicz, Eva Wallmark, Jeremy Phang
Copywriters: Rickard Beskow, Kalle Åkestam
Account Director: Lina Engler
Account Manager: Jenny Strinnhed
Digital Producer: Johan Eklund
Planner: Simon Stefansson
Producer: Henrik Adenskog
Motion Designer: Eskil Lundberg
Photo: Nisse Axman
PR Director: Ida Persson
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Highest Rated

halaby87's picture

cool if it works

Activity Score 10498
Marketing Manager |


kleenex's picture

nice effort. How many website would actually use it though??

Activity Score 58777
Web Designer/Developer
halaby87's picture

cool if it works

Activity Score 10498
Marketing Manager |


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