A new British public service movie aimed at young drivers is currently receiving hordes of viral attention. The movie, shot in a countryside setting in the UK, shows the dangers of sending text messages while driving (you can view the movie at the end of this article).

Despite being a little graphic, I found this movie to be highly watchable, and it is certainly effective in communicating the tragic consequences of careless mobile phone usage while driving, at any speed.

As part of my current role with JSA Digital’s Middle Eastern office, I currently live in Dubai, and commute to Abu Dhabi along one of the world’s most dangerous motorways each day (there was a 200 car pile up last year, with over 300 people inured). I see the wreckage from many accidents on most trips, and firmly believe that many of these accidents could be avoided with the appropriate educational campaigns such as this (particularly since this region of the world is renowned for their extremely high mobile phone usage).

This movie is a great case study for several reasons, as it manages to provide a service to the community using simple online technology.  It also further illustrates that it is important to find out where your target audience is ‘hanging out’ online (in this case, younger audiences who are inclined to use SMS message a lot, are also inclined to use YouTube frequently).

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