DISTRACTION CAUSES UP TO A THIRD OF CRASHES. PASSENGERS FEEL UNCOMFORTABLE, BUT THEY AREN’T SPEAKING UP. WE GAVE THEM A LIGHT-HEARTED, EASY WAY TO EXPRESS THEIR DISCOMFORT TO THEIR DRIVERS. A PHONE PALM. THE ACTION WAS INTRODUCED WITH A HUMOROUS ONLINE FILM, SET TO THE CROONING MELODY OF LIONEL RICHIE’S ‘HELLO, IS IT ME YOU’RE LOOKING FOR?’ PASSENGERS RESPONDED IMMEDIATELY, WITH MILLIONS PUBLICALLY TAGGING THEIR DRIVERS, CALLING THEM OUT DIRECTLY, REMINDING THEM TO ‘PUT ME FIRST. DRIVE PHONE FREE’.