Humans are hard-wired to respond to the voice of a child. So to make drivers more cautious and careful around children, an ad agency in Sweden created a GPS app that switches to the voice of a child whenever the car is near a school.

In an ideal world drivers would be as attentive as possible whenever they’re behind the wheel, but in reality that’s not always the case. And since kids don’t always play as safe as they should near roads, this clever concept, created by Forman & Bodenfors for If Insurance, helps guarantee that drivers are paying extra attention in areas where there could be lots of kids crossing or playing near the streets.

Of course a GPS app that promises increased safety for kids doesn’t help anyone if it’s just a concept in a commercial. So If Insurance has actually produced the app and made it available for download on both the iTunes App Store as well as the Google Play Store. The only catch? You might have to speak Swedish for it to be of any use to you. But it’s a brilliant idea, and hopefully other GPS app and device makers will follow suit.

[If Insurance via Taxi]