Mercedes-Benz CSR Committee launches second phase of 'Beyond Driving' campaign

The Mercedes-Benz CSR Committee announced Monday it is launching the second phase of its "Beyond Driving" campaign, which promotes courtesy and safety in urban driving situations.

The committee has chosen proper use of turn signals and refraining from smartphone use while driving as the themes for this phase. The initiative aims to foster a safer traffic culture built on mutual respect among road users.

While the first phase, held last summer, focused on driving etiquette on highways and roundabouts during the vacation season, the new campaign addresses situations commonly encountered in cities — lane changes, congested sections and areas with heavy pedestrian traffic.

The campaign highlights two forms of consideration: "communicative courtesy," which involves using turn signals to alert nearby drivers and pedestrians of one's intentions in advance, and "safety courtesy," which means putting down the phone and staying focused on road conditions. The overarching message is that small changes in driving habits can lead to a safer and more mature road environment.

To reach drivers from their daily routines through to the moment they get behind the wheel, the committee is using a range of channels — approximately 32,000 elevator TV screens nationwide, outdoor media at key urban locations, highway rest stops, and voice guidance within the TMAP navigation app. The campaign runs through the end of the year.

Shirin Emira, chair of the Mercedes-Benz CSR Committee, said "Beyond Driving begins with the practice of respecting one another and thinking about safety on the road." She added that she hoped the campaign would give drivers a chance to again reflect on everyday habits that contribute to safe driving, such as using turn signals and avoiding smartphone use while driving.

Since introducing the children's traffic safety education program "Mobile Kids" in South Korea in 2014, the committee has provided traffic safety education to more than 50,000 children. This year, through the Beyond Driving campaign, it has expanded its traffic safety efforts to all drivers, working to embed the value of "safe mobility" in everyday driving culture by drawing on the expertise of an automotive brand.

Meanwhile, the committee has continued a range of social contribution activities, including improving traffic safety and driving culture, supporting mobility in social welfare and disaster relief settings, and protecting the urban and natural environment. As of the second quarter of this year, its cumulative donations stand at about 51.5 billion won ($37.3 million), the largest among imported automakers in South Korea.