The solution was to actually demonstrate how texting while driving can have fatal consequences. Our online ad presented a ‘live’ webcam of a driver who could be sent a text message in real-time. The message, once sent, would distract the driver (and the user) and a live crash would result.The ad appeared on news websites and the user was provided a simple code and prompted to text the driver. After the text and resulting crash, the user received a further reply text about how dangerous using the mobile (in their hand again at that moment) can be.

The day the campaign went live we received over 170 messages. Since then thousands more have been sent and the dangers of texting while driving have become a national news issue, surpassing all our expectations. The New Zealand Government has since proposed to ban use of handheld phones while driving.