Traffic is the biggest single cause of accidental death for teenagers in the UK. Teenagers have a misplaced confidence in their ability to cross the road and do not pay real attention.

They need to reconsider their behaviour and think twice about the dangers. In short, they need to pay more attention when crossing the road. But road safety is very far down their list of priorities - after friendships, relationships, parents, sex and drugs. We needed to find a way to get into their lives and make a connection.

In the first week that the film was on the internet, it had 150,000 hits. This friend to friend channel, as well as the viral mobile phone advertising, achieved invaluable peer to peer credibility. It was not possible to track how far the mobile phone film spread.Research showed that 9 out of 10 teenagers who saw the film said they would think about paying more attention when crossing the road. Overall, the campaign has put the issue of road safety back onto the agenda for teenagers

It was important to be relevant and credible with this notoriously difficult audience. Knowing that UK teenagers are obsessed with their mobile phones, we decided to shoot a cautionary road safety film entirely on a camera phone. This film was seeded on the internet, without branding, for one week before a fully branded version launched on TV and cinemas. Teenagers, who saw it on the internet, thought the film was real, sending it on to their friends. Additionally, the film was sent directly to teenagers on their mobile phones. Again, teenagers passed the film on virally from phone to phone.