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Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

Texting vs Drinking

Winner in Public Health

Finalist in Pro Bono, PSA

Entered in NGO, YouTube Presence


In spite of countless PSAs and scare-tactic ads, texting & driving activity continues to increase. People all know it is dangerous, but everyday they do it anyway.

The Brief: Give people a new way to think about the danger of texting & driving.

Strategy and Execution

Our strategy focused on making people see texting & driving through the lens of a behavior that is universally considered unacceptable to society ­– Drunk driving. We grounded it in the shocking statistic that distracted driving causes more injuries per year than drunk driving.

We executed this strategy via hidden camera style video storytelling and social-only distribution. Knowing that emotion drives social sharing we architected the story arc to shock the viewer and force self-reflection.


There was no paid media available (non-profit), so success was entirely dependent on earned PR, influencers and organic sharing.

The Results: In the first 30 days the video earned over 70,000 views, 4MM+ PR impressions and 7,500 social shares.


Video for Texting vs Drinking

Entrant Company / Organization Name

MullenLowe, Safe Roads Alliance

Entry Credits