A shocking billboard recently erected in Montreal, Canada seemed to rank right up there with ambulance chasers. It reads boldy, "Text and Drive," with the advertiser's name written beneath: Wathan Funeral Home.
The daring message was actually an anti-texting and driving PSA in disguise, created out of Toronto agency John St. in partnership with Cieslok Media.
While the billboard may have been enough to get the point across, the campaign also includes a website, Wathanfuneral.com, which at first looks like the real deal but turns out to inform visitors of the dangers of texting and driving.
"We're just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving," the site says. It also contains scary statistics about the realities of distracted driving, including the fact that "Last year, distracted driving contributed to the deaths of 78 people in Ontario."
"People see and hear the words 'Don't text and drive' almost every day, but the number of people doing it keeps going up and up," said Mylene Savoie, Managing Director of John St., Montreal, in a statement. "So we wanted to think of a different way of saying it that would make people think about the real and deadly consequences, which is where 'Text and drive' came from."