These simple and straightforward headline ads highlight the serious dangers of texting while driving. The advertisements feature one headline that has been cut out of an average newspaper. However, these ads use a single letter that looks like the beginning of a text message next to an underscore that turns into the actual headline.
Many of the headline ads read devastating phrases such as "F_ive children run over in front of their school" and "S_erious car accident injures three members of the same family."
As each newspaper reads a more somber headline than the last, the reality of these messages aims to strike an emotional cord within drivers. The simplicity of the ads is a clever way to convey a serious lesson that can be understood by a vast range of audiences.