10 practical experiments - Throughout the campaign, 10 driving experiments showing how distracting can simple actions be while driving were implemented, filmed and later shared on the campaign's social media. The experiments were undertaken by a professional driver in a controlled environment and showed how dangerous 10 small actions (that many people find common and do, sometimes on a regular basis) can be while driving: transmitting a Facebook Live video while driving, checking and liking a notification on Facebook, answering a question on Whatsapp, checking the name of a song with Shazam, taking a photo and sharing it on Instagram, drinking coffee, eating a sandwich, taking a coat off, typing an address on Waze, speaking on the phone without using a hands free system.
For each action, several indicators were measured and pointed out at the end of the movie: how many times does the driver look at the phone instead of looking at the road ahead, how much time does he spend driving one-handed (or even with no hands on the wheel), the longest period of time (number of seconds) the driver does not look at the road and how many meters this translates to.