Texting and Driving Initiative

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Problem:
Every two minutes in North America an accident is caused by texting and driving. Fifteen people die everyday. While young people make up only 13% of licensed drivers, they account for one-quarter of all road-related injuries and fatalities.

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The Idea:
It’s human nature to resist advice about changing our habits, especially for millennials. The objective of this project is to provoke a response that results in a self imposed decision to stop texting and driving. And a public pledge to never text and drive - ever.

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The Team:
This project was made possible
by these indispensable collaborators.

opc.tv | cineplex.com | parachutecanada.org

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The Creative:

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Results:
Running for one month, roughly 150,000 people took the pledge, amounting to 69% of those who played the game. Many more who don't have the app – an estimated 600,000 – were exposed to the film, which ran on 730 screens.