According to the National Highway Traffic Safety Administration, preoccupied drivers are responsible for nearly 80% of all crashes in the United States (teens). The majority of distracted driving can be attributed to cell phones. Despite laws banning cell phone use while driving and advertisements advising against the practice, young drivers addicted to texting often remain impervious to these attempts and continue to put lives at risk. In response to this growing trend, Gwent Police in Wales met with filmmaker Peter Watkins-Hughes in 2009 to produce a shocking short film, COW (Gwent). While other adverts took a less realistic approach and had little impact, COW was a way for Gwent Police to take a dramatic stand to deter teenagers from texting while driving by providing the public with close inspection notable statistics. Lately, advertisements regarding various issues, from smoking to drunk driving, have made a more significant impression by taking a more concrete and realistic approach with enhanced effects and plausible scenarios. COW, in particular, gets straight to the point; instead of just referencing the problem, they confronted it head-on – literally – by featuring a small group of teenage girls finding themselves in a deadly collision. The high-quality computer-generated images make the depiction extremely graphic with violent blows delivered to each victim of the automobile calamity. Within moments, the hijacking of a meaningless text message sends a young driver drifting over the lane line, causing a multi-vehicle crash with multiple victims, from clueless teenagers to an innocent young infant. For some, the video may not matter as much...... middle of paper...... they become more interested as the plot develops and the intensity increases. The police used their knowledge of factual cases to add credibility and plausibility to the film. That and the clever character placement speaks to everyone who has ever been in a car. Works Cited "Gwent Police - News". Gwent Police - Welcome. Internet. February 10, 2010.. “Teen Driving Threat: Text Messaging: Studies Show Texting While Driving Is an Epidemic.” » Parenting Teens. Web. February 10, 2010. "YouTube – Texting While Driving UK, Advertisement [HD]." YouTube – Diffuse yourself.Web. January 31, 2010. "Teen Driver Menace: http://www.gwent.police.uk/leadnews.php?a=2172