'Crotches Kill' -- a silly campaign against the serious texting-and-driving problem in Canada

Campaign uses billboards, 'Talking Urinal Pucks'

"Crotches Kill" -- It's the attention-grabbing theme of a safe driving campaign from our Canadian neighbors.

In a creative, irreverent crusade to get people to stop texting while driving, Alberta's transportation agency launched a campaign with billboards, posters in public restrooms along with "Talking Urinal Pucks" in men's rooms and ads on the Web and radio.

The point: Use a little humor to get the public's attention, then show motorists how just a few seconds of distracted texting can have deadly, lifelong consequences.

The posters and billboards show drivers at the wheel surreptitiously gazing at their laps with their faces bathed in bluish cellphone light.

"We know what you're doing down there," the poster reads. "Sending even the shortest text takes your eyes off the road for five seconds -- enough to do a lifetime of damage. Keep your eyes off your phone."

The black Talking Urinal Pucks placed in public men's rooms have a woman's voice saying: "Uh, distracted by your crotch again, huh. We'll it's fine to do it here, but it can kill behind the wheel. Keep your eyes up. Don't text and drive. We know what you're doing down there."

One radio ad is dead serious. A man says, "In the grand scheme of your life, five seconds doesn't seem like such a long time." Then he provides five seconds of silence to emphasize how long a dangerous text takes -- followed by the screeching of brakes and smash of a car crash.

Another radio ad is funnier, with a woman saying: "Ooh, there you go again, driving and being completely enthralled by your crotch. Quick glances, long stares, you just can't keep your eyes off it. But the problem is, crotches kill, because every time you send that text message from your lap, your eyes are off the phone for five very long seconds….Join the cause. Leave your phone out of reach when you drive."

There's even a mock texting ad.

Also check out the Web ad that shows all the things you’re missing while texting for just seconds.