Teens just don’t think looking at their phone for a few seconds is distracted driving. This Spotify radio campaign for the Ontario Ministry of Transportation made them realize ‘it happens fast.’

Despite the widely publicized dangers, teens just don’t think looking at their phone for a few seconds is distracted driving. So we launched a Spotify radio campaign that made them realize that seconds is all it takes. We geo-targeted the radio ads to the Ontario roads they drove the most and customized them to their Spotify playlists by using the power of Spotify’s behavioral data.

Teenage Boy: It's the weekend. You’re driving, on your way to meet your girlfriend at the mall. You’re late. You get a text. Must be her.

Teenage Boy: You look down and reach for the phone. You start to tap to reply but you can’t feel your fingers. You can’t feel your arms or legs.You can't feel anything. You start to realize that a machine is helping you breathe.

V/O: It happens fast. Put down the phone.

V/O: Paid for by the Government of Ontario.