Maxis puts child’s voice on traffic navigation app to curb road deaths in Malaysia

Safe ModeMalaysian telco firm Maxis has loaded the voice of a child on to a traffic navigation app as part of a CSR initiative to reduce road deaths in the country.

The idea, devised by IPG Mediabrands’ creative agency Ensemble, is to remind drivers that when driving recklessly, children’s lives are at risk.

A child’s voice was loaded on to navigation app Waze, giving drivers the option to use the ‘Safe Mode’ voice pack. Among the phrases on the app are: ‘All set. Don’t forget your seatbelt’, ‘Re-routing. Eyes on the Road!’ and “Accident reported ahead. Please be careful, ok?”

Children were recruited for their voices via a series of auditions held by Maxis.

The idea was based on the insight that nine out of 10 parents drive safer when their kids are in the car, according to a Maxis study.

The made-in-Malaysia Safe Mode voice pack is to go global. From today, the kids’ voice pack will available to more than 50 million Waze users around the world.

Waze head of APAC Ssles Eleanne Hattis said: “Safety is the utmost mission for any new feature or campaign Waze develops as we work together with citizens to improve their time in the car. We’re proud to work with Maxis on this project, amplifying a common goal to use mobile technology to promote safer roadways. People generally drive safer with children in the car, and we believe this is an attention-grabbing feature that will assist in spreading the cause.”


  • Executive Creative Directors – Chan Woei Hern, Mun Tuck Wai
  • Vice President – Sean Wong
  • Creative Team – Norman Tang, Chung Ru Zen, Yves Wan
  • Project Team – Chong Jia Ling, Lim Jia Yang, Chang Min Fung

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