Texting and Driving Initiative
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.
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.
This project was made possible
by these indispensable collaborators.
opc.tv | cineplex.com | parachutecanada.org
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.