To coincide with a road safety initiative in the borough of Tower Hamlets, the brief was to help raise awareness of the dangers of texting while driving. A recent study showed that writing or reading a text message while driving increases the chances of having an accident by up to 23 times. To illustrate the statistic at the core of the idea, each protagonist is seen 23 times, conveying the message that that when a driver texts behind the wheel, an accident is almost unavoidable.
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