Our objective was to make people understand the dangers of texting while driving by experiencing it first hand, then sharing the experience with friends. While scrolling through a website a user came across what looked like a live webcam of a driver. The headline claimed the user could send the driver a text message in real time. We had to actually create a way to do this. Once we did, everyone wanted to try it to see if it actually worked. It did. The message would appear instantly, distract the driver (and the user) and a live online crash would result.

The day the campaign went live we received over 170 messages. Over 20% of people who saw the ad interacted with it. Over the 4-week duration of the campaign over 2,800 people sent 3,724 text messages and the dangers of texting while driving became a national news issue. The 'text the driver' website has since found its way onto motoring discussion lists. Many companies now forbid staff to use their cellphones while driving company cars, and the New Zealand government have since proposed to ban the use of all cellphones while driving, surpassing all our expectations.