Driving Change, One Thumb at a Time.

Insight

Texting and driving cause millions of crashes every year, yet changing this behavior remains a challenge. People underestimate the danger—until it’s too late. The solution needed to be simple, memorable, and culturally relevant to create real impact.

Strategic Solution

Nissan partnered with Steve Babcock’s Red Thumb Reminder and celebrity advocate Adam Levine to launch #RedThumb, a social movement encouraging drivers to stop texting behind the wheel.

• Levine declared “Red Thumb Day” live on The Voice, prompting millions of viewers to join the cause.

• Drivers were encouraged to paint their thumb red or wear a reminder and share photos with #RedThumb.

• User-generated content was featured on a dedicated microsite alongside Levine’s message, fueling visibility and participation.

Results

• Massive social engagement during and after The Voice broadcast

• Thousands of #RedThumb posts flooded social channels, creating a viral ripple effect

• Cemented Nissan’s role as an advocate for driver safety while aligning with pop culture moments