With such a hot tip, we knew that we could rely on the public to help us spread the message. So, we sent the SMS to 50 people, and those people would send it to their friends, and those friends would send it to more friends. It’s estimated that this SMS reached 8,000 people each night. And at only 5 cents per SMS, the cost for the 50 SMS sent by the Ministry of Transport was just $2.50. This SMS also helped save many lives. Reported cases of drunk driving dropped by 20% while this SMS campaign was in progress.