Mercedes-Benz Launches 'Beyond Driving Campaign' to Foster a Dignified Driving Culture

The Mercedes-Benz Corporate Social Responsibility Committee announced on July 31 that it will officially launch the 'Beyond Driving' campaign, which targets drivers and aims to promote the safety of both pedestrians and drivers as well as to foster a more mature traffic culture.

This campaign is designed not just to encourage compliance with traffic laws, but to create safer and more dignified roads by fostering consideration and yielding behavior among drivers. It serves as an extension of the committee’s 'MobileKids' children’s traffic safety program, which has been in place since 2014, now broadening its scope to include adult drivers.

Mercedes-Benz 'Beyond Driving' Campaign. Mercedes-Benz

Shirin Emira, Chairperson of the Mercedes-Benz Corporate Social Responsibility Committee, stated, “A safe road environment and the protection of pedestrians begins with the small acts of consideration and responsible actions of each individual driver. Since considerate driving is not only the surest way to safeguard everyone's safety but also a culture that demonstrates the dignity of drivers, we hope this campaign will spark positive changes in road respect and contribute to creating a traffic environment where everyone can feel secure.”

The first theme of the Beyond Driving campaign is focused on promoting safety rules and considerate behaviors on highways and roundabouts, in response to the increased traffic during the summer holiday season. It highlights essential yet often overlooked principles, such as ▲‘Use the first lane only for overtaking, and the second lane for regular driving’ (keep the first lane clear for overtaking vehicles) and ▲‘Always yield to vehicles that have already entered a roundabout,’ and encourages voluntary participation from drivers.

The Mercedes-Benz Corporate Social Responsibility Committee is rolling out the campaign across various channels so that drivers can naturally encounter considerate driving messages both in daily life and on the road. Campaign videos will be shown on approximately 32,000 apartment and office elevator screens nationwide, as well as at key urban locations such as Seoul Station and Busan Station, and at highway rest areas including Gapyeong and Jeongan Almond Service Areas. In addition, through voice guidance on the TMAP navigation system, considerate driving messages will be delivered to approximately 100,000 drivers daily at key highway sections after tollgate crossings.

Subsequent campaigns are planned to run from September, focusing on themes such as ▲‘Proper use of turn signals’ and ▲‘Refraining from smartphone use while driving’ in urban areas.

Since introducing the 'MobileKids' children’s traffic safety education program to Korea in 2014, the Mercedes-Benz Corporate Social Responsibility Committee has provided traffic safety education to over 50,000 children and has continued to promote awareness of children’s traffic safety through school zone safety campaigns and other initiatives.

This content was produced with the assistance of AI translation services.