The project: One in four car accidents involve the use of a cell phone. We worked with America's wireless companies to create a PSA and integrated campaign to discourage distracted driving. Instead of blood, guts, and somber scores, we took a different tack, encouraging passengers to take action.

My role: Associate Creative Director, Copy.

Did it work?: I still text and drive. But now I feel bad about it. It also just hit 100M impressions. So, guilt and hitting KPIs? I'd call that success.