Brief: Promote road safety among young people in UK.
Insights: In the everyday life, texting while driving is not perceived that much as a real, concrete danger.
People are overconfident about their driving skills and the indignation about this behaviour should definitely be stronger.
Idea: A partnership and a stunt with a famous football player to cause a strong press buzz
about the fact that even the best people can't do two things well at the same time.