A San Francisco-based outdoor campaign is trying to use public shaming to stop people from texting while in traffic. To make the campaign happen, graphic designer Brian Singer clandestinely took photos of people texting while driving along the U.S. 101 Freeway and posted them on a website, Texting While in Traffic.
He then used his personal money to put the photos on billboards around town to shame people guilty of texting while in traffic and dissuading others from indulging in the dangerous practice. Initially, Singer tried to get a road-safety group to fund the project, but when that didn’t happen, he decided to fund 11 billboards with his own money. He says he hopes the billboards will have a dramatic effect on drivers’ behavior.
To avoid being a hypocrite, Singer ensures that he is always a passenger and not a driver while taking the photos. He counters criticism of his project by pointing out that he is taking photos in a public place, and that people driving on the highway don’t expect total privacy.
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