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.

If I'm being honest: I still text and drive. But now I feel guilty about it. I'd call that success.