Offline Mode

A Pledge to Safe Driving

Graphic for DoSomething’s “Offline Mode” campaign, co-branded with GM, featuring a car steering wheel framing a scenic desert view. A set of car keys hangs at the top, and the text “Offline Mode” is stylized in retro lettering. Around the wheel, photos of young people on their phones are marked with “zzz” and heart icons. A sticker-style banner reads “Take the pledge!”
About the Campaign
Offline Mode was a national awareness campaign designed to reduce distracted driving among Gen Z by transforming safe driving into a social norm. By encouraging young people to take a public pledge to stay off their phones behind the wheel, the campaign aimed to reframe digital distraction as a community safety issue. 

Through strategic messaging, peer-driven calls to action, and creative incentives, Offline Mode used storytelling and behavioral design to drive personal accountability and culture change around phone use while driving.
Creative Scope
• Balance educational clarity with creative storytelling, positioning safe driving as socially relevant and personally empowering
• Shape early creative direction through moodboarding and inspiration sourcing, pulling from Gen Z aesthetics, retro-futurism, and digital nostalgia
• Contribute to campaign naming and concept development in partnership with the marketing and communications team
• Develop the campaign’s visual identity, including logo, color palette, iconography, and image treatment
• Create design assets for web, social, pledge resources, and swag tailored to platform behaviors and youth engagement norms
• Coordinate with vendors to oversee production of campaign materials, ensuring brand consistency across printed kits and swag
Digital billboard for DoSomething and GM’s “Offline Mode” campaign in New York City. The ad features bold text reading “Eyes on the road, not your feed,” alongside a photo of a hand holding a smartphone mid-selfie. A bright yellow background and call-to-action text encourage viewers to take the pledge at a shortlink. Campaign logos are shown at the bottom.

These digital billboards appeared throughout NYC to encourage young people to pledge to drive distraction-free.

Out-of-home billboards were designed to drive immediate action through direct messaging and shortlink functionality. Offline Mode PSAs were featured digitally across New York City as a pledge entry point.
Offline Mode campaign poster pinned to a corkboard background. The bold headline reads “Curb the content, post after parking.” A sticker-style callout says “Take the pledge!” with a QR code and shortlink directing viewers to bit.ly/offlinepledge. Messaging encourages young people to commit to distraction-free driving.

Designed for school hallways and student spaces, Offline Mode posters paired bold language with accessible QR codes and shareable links—empowering young people to advocate for safe driving within their communities.

Downloadable posters were optimized for hallway visibility, lockers, and bulletin boards to help students advocate for safer driving in their own communities. Each poster combined bold copy with direct calls to action to make it easy for young people to spread awareness in schools and public spaces.
DoSomething included a slide deck template for students to use during peer-to-peer presentations on distracted driving. The deck was designed to balance educational stats, personal storytelling, and Offline Mode’s core visual identity to support confident youth-led advocacy.
Template assets helped young leaders localize the message while staying on-brand and mission-aligned.
Flat lay of the Offline Mode campaign swag bundle, including a yellow phone sleeve reading “Friends Don’t Let Friends Drive Distracted,” a pledge card, a driving checklist, a branded tumbler, air freshener, bumper sticker, phone charm kit, and conversation cards—each reinforcing distraction-free driving habits for young drivers.

The Offline Mode swag bundle translated campaign messaging into tangible, everyday tools encouraging distraction-free driving through conversation prompts, practical reminders, and engaging branded merch designed for teen and college-aged audiences.

To extend the campaign beyond digital channels, I designed a coordinated swag suite that encouraged young people to adopt safer driving habits in their daily lives. Each piece was created to spark conversations, inspire action, and reinforce the pledge to stay off devices behind the wheel. The materials balanced function and fun, all while keeping the campaign’s bold, youth-first identity front and center.
Engagement in Action:
Video created by DoSomething team member
Offline Mode’s tactile engagement materials included stickers, safe driving checklists, and phone charm kit components. These assets were part of the campaign’s broader strategy to encourage peer-to-peer interaction and hands-on advocacy.
Collage-style graphic for the "Offline Mode" campaign featuring young people in cars using phones, GPS maps, and social media icons. The words “Offline Mode” are bold in the center, promoting safe driving without digital distractions. Design includes heart icons, location pins, and a vibrant mix of yellow, blue, and muted photography.
Campaign Results
• 105,000+ peer-to-peer shares, amplifying the campaign’s reach through social and SMS channels
• 9,600+ youth pledged to drive phone-free, committing to safer on-the-road behavior
• Campaign assets were featured on DoSomething’s national platform and used in youth safety toolkits
• Contributed to a broader digital behavior change initiative, connecting personal action with community impact
This case study reflects creative and visual direction only. All programmatic strategy, marketing implementation, partnerships, and youth engagement efforts were the result of collaboration across DoSomething’s Communications, Marketing, and Programs teams.

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