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Awareness campaign released by FocusDriven to highlight dangers of driving and texting

By Angela Haggerty, Reporter

March 26, 2013 | 2 min read

Not-for-profit organisation FocusDriven has released an ad campaign in the US to raise awareness of the dangers of texting and driving.

Created by Los Angeles agency Team One, the campaign features visuals of roadside candlelight memorials spelling out well-known text phrases such as 'LOL' and 'OMG', representing text messages with have caused fatal accidents.

Ads will be printed in Seventeen and Esquire's April issues and in the Car and Driver digital issue to coincide with National Distracted Driving Awareness Month.

Rob Reynolds, executive director at FocusDriven, said: When Team One presented us with the creative concept we knew right away it was something we wanted to be involved with. The artwork sends the message that distracted driving can be lethal.

"We haven't seen the message conveyed like this is anything that has been done before. These images are a powerful reminder that lives are being lost because of this behaviour."

FocusDriven is encouraging drivers to pledge not to use mobile phones while driving and will be pushing the campaign on its social media channels.


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