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Clearly, the only way to communicate with the youth of today is to do so through their phones and tablets, so Irish telematics-based insurance company BoxyMo.ie has created a new road safety driving game, which is designed to encourage better driving habits and gives kids the chance to compete online for prizes for the safest and most skilful driver.
The BoxyMo.ie game stars characters from the newly launched TV ad, such as Ed Steerin, Kelly Cardashian and Justin Beeper (fnar, and indeed, fnar). Players are challenged to drive on a virtual road for as long as possible with one point being awarded for every second of driving. The difficulty of play changes frequently through real-life driving scenarios such as changing weather conditions and hazardous objects.
The BoxyMo game can be played online.
If players don't successfully combat the obstacles, they are knocked out. The safest, most skilled drivers will place on a nationwide leaderboard hosted on Facebook, in hopes of winning weekly prizes such as meal vouchers, cinema tickets and tech goodies.
With the Road Safety Authority claiming that driver error is the primary cause of 90 per cent of the 1,400 fatality and injury collisions each year, the game could make a valuable contribution to putting some good habits into young drivers' heads.
Alex Todd, brand manager at MCL Insurance, the operators of BoxyMo.ie said: "Players will have a lot of fun with this game. It's challenging and a little bit addictive with well thought-out characters and obstacles. We are proud to introduce this game to young drivers today, not only for its impressive gameplay but the noble purpose at its heart. The game brings to life everyday driving challenges in an effort to educate our younger motorists on the harsh realities of Ireland's driving statistics.
"Young people who have recently passed their test are understandably excited about getting on the road, but they are not necessarily thinking about the very real dangers that exist when driving. A key focus for BoxyMo.ie is to communicate with young drivers about the dangers on our roads and the game provides a great platform to highlight common distractions amongst young drivers such as using mobile phones, drink driving and speeding. It's the perfect way to say, 'yes it is fun to go out and drive but it's important to know the dangers as well."