- DoSomething.org is hosting Thumb Wars, a campaign that gives away thumb socks to help curb texting while driving.
- The non-profit agency geared at creating social change in those ages 13-25 hopes to capture an even bigger audience by hosting a scholarship contest on its Web site.
- The promotion, sponsored by Toyota and Sprint, runs through July 19.
NEW YORK — DoSomething.org has declared "Thumb Wars," a kitschy campaign, to help curb texting while driving.
The promotion, sponsored by Toyota and Sprint, runs through July 19.
The non-profit agency geared at creating social change in those ages 13-25 will give thumb socks to Web site visitors who register for a pair.
The campaign also offers two ways to win $5,000 scholarships. Thumb Sock users can take photos of themselves and their friends using the devices and upload them to the Web site. Or visitors can rat out six fellow drivers, by giving away their cell numbers, who need to be schooled in the dangers of texting and driving.
Why thumb socks? The Web site embraces its silliness, declaring: "Isn't it great? And that's totally the point. We've learned that scare tactics push people away from learning about an issue. Thumb Wars is a way to make it fun for those you care about to learn how to be a bit safer."
The scariest fact on the Web site reads: "On average, texting while driving at 55 mph takes your eyes off the road for the length of a football field."
Thumb Wars hopes to create a dialog about the dangers of texting and driving, even if it begins with someone noticing the thumb socks.
Edmunds says: Bringing attention to the dangers of texting while driving may be as simple as putting a sock on it, this campaign theorizes.