Distracted driving is a big deal; north of the border, evidently "over half of Ontario drivers admit to reading texts while behind the wheel. That's more than half of the drivers on the road today risking their lives, their passengers’ lives and the lives of their fellow motorists and pedestrians."
That's why two Canadian media companies put this message on a digital billboard on the side of Toronto's Gardiner Expressway. On their fake Wathan Funeral Home site they explain:
It is a horrible thing for a funeral home to do. But we're not a funeral home. We're just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving.
It is put together by Montreal ad firm John St. for Cieslok Media, which happens to own the billboard and who says "it made sense to leverage our digital sign on the Gardiner to amplify this message for the general public good." Which is totally silly when you think about it, because the biggest distractions on the Gardiner Expressway are the damn digital billboards.
TreeHugger has noted before that Digital billboards are an urban blight, and probably dangerous too so Cieslok is being a bit disingenuous with this campaign. if they believed their own message they would be in a different business.