I believed dramatic visuals of the possible consequences of texting and driving would not hit home. I felt people had seen it before, were briefly moved, but their continuous experience arriving safely from point A to point B while texting, had made them somewhat immune to these warnings. I think we overestimate our ability to multi-task in this case.

So, instead, together with Wolff & Co, we proposed a more lighthearted approach, focusing on those moments when many people believe it’s acceptable to text while driving: in traffic jams, at red lights or by sending voice notes instead of typing.

While I believed this approach would capture attention, I also expressed to the team my strong belief that real change would only manifest when and if fines are consistently enforced.