On the road, a telephone can kill

Kill or get killed. Was it worth reading that text message? Or answering that call or that email?

In a new print and outdoor campaign created by Paris-based agency Lachose, Sécurité Routière, the French organism devoted to road safety, highlights the absurdity of people’s compulsive use of the telephone behind the wheel in light of the huge risks incurred. With taglines designed to make viewers think about what it would really feel like to be responsible for an accident --”Be sure to tell his children that you really had to answer that sms”, “Be sure to tell his wife that you absolutely had to take that call”, “Be sure to tell his family that you positively had to read that email”-- these dramatic statements printed over images of lifeless bodies draw the attention of drivers to the dangers of using the phone behind the wheel.