A new campaign in Toronto has motorists angry. It’s a billboard that says, “Text and Drive.” And it is sponsored by the Watham Funeral Home.
Any offended driver who Googled the funeral home found a website that talked about how texting and driving was killing more people in Canada than drinking. So it wasn’t a billboard for a funeral home, it was a billboard for a public service announcement from the advertising agency John St. and the media company.
According to the campaign architects, people see and hear, “Don’t text and drive,” yet people keep doing it. So they differentiated the message and took people in a different direction. Hopefully the message is delivered.