Here’s an outstanding video that deals with the emotional aftermath of a father’s death caused by texting while behind it wheel. More of a short film than a PSA, the 4-minute drama takes its time getting to the point, but the payoff is powerful.
The Miami-Dade Expressway Authority paid for “The Last Word,” which was produced by Dade County-based ad agency Ronin Advertising Group. Kudos all around.
The short film anchors an MDX texting-and-driving pledge campaign, with more than 7,800 signees to date. The pledge goal is 1 million signees.
“What we’ve realized is that many of the campaigns out there focus on the driver’s perspective, said MDX’s Cindy Polo-Serantes. “What we’re trying to show is the aftereffect on one’s family.”