Distracted driving is a serious issue in Alberta. To encourage drivers to put an end to this dangerous behaviour, we launched a two-phased campaign. The first wave calls attention to drivers who attempt to 'hide' texting by taking their eyes off the road and staring 'down there'. The second phase speaks more directly to the rational side of people by asking them to think about how long a text message takes to send, and the dangers that this lengthy distraction has on the rest of us.