BoxyMo is an online HTML5 game developed to drive home road safety messages for young motorists.

Myth was approached by BoxyMo to work alongside PR agency Clearbox to design and develop a new online game aimed at educating young people about road safety. The game’s focus is to alert younger drivers to the most recent Irish road safety statistics from the RSA throughout, compelling players to be more aware of dangers on the roads and alter their real-life driving behaviour.



Safety when driving is a very serious subject. Turning this into a 'fun' concept with a strong message was a difficult task. Designing the game took several weeks of careful brainstorming sessions and prototyping. We communicated several focus groups to ensure the game conveyed both a safe and fun message.

BoxyMo BoxyMo BoxyMo BoxyMo BoxyMo BoxyMo


We knew that any activation would need to be fun and additive in order to engage with our target demographics. Using gamification tactics with levels and a dynamic points system allowed us to 'reward' frequent players with better cars and double points the more they played. 

Players collected 'coins' as they played, which were used in the BoxyMo in-game store to redeem against better cars, increasing their chances of topping the leaderboard and winning weekly social media prizes.



To date, the game has been played more than 40,000 times, with hundreds of social engagements in the process. This dramatically increased traffic and awareness to BoxyMo digital platforms and drove home the safety message of driving for young motorists.