Nissan and Adam LevineNissan North America and Maroon 5 frontman Adam Levine have teamed up to promote a ‘Red Thumb Day’ anti-text drive.

The initiative, part of the Red Thumb Reminder campaign, aims to reduce the staggering 1.6 million annual US car crashes that involve using a mobile phone behind the wheel.

Such crashes cause 500,000 injuries and cost 6,000 lives a year – something Nissan and Levine, in partnership with NBC Universal, aim to reduce.

“The statistics are alarming,” said Jeremy Tucker, vice president of marketing at Nissan North America Inc, who said teaming up with US The Voice judge Levine was part of a drive to reach texting teens. 

“According to the University of Michigan Transportation Research Institute, a quarter of teens respond to a text message once or more every time they drive. 

“20 percent of teens and 10 percent of parents admit that they have extended, multi-message text conversations while driving.” 

Nissan now hopes to get #RedThumb trending on social media today (December 16th), with pledges from drivers not to text and drive.