Miami, Florida -- A new public service announcement against distracted driving takes a new approach to the problem.
The video, entitled "The Last Word," was produced by the Miami-Dade Expressway Authority (MDX.)
In the video, a mother and son are shown driving in a car. Both are impeccably dressed. You quickly realize they are going to a funeral. The boy even serves as a pallbearer.
During the graveside service, the boy slips away and pulls out a cell phone--it's face cracked. He plays a video of him, his mother and father. Clearly, the phone survived some sort of accident but his father did not.
"What we've realized is that many of the campaigns out there focus on the driver's perspective," said MDX communications manager Cindy Polo-Serantes. "What we're trying to show is the aftereffect on one's family--to really bring the message home so that we can help save lives."
The Miami-Dade Expressway Authority is a public agency of the state of Florida funded almost entirely by toll revenue.
You can watch "The Last Word" on the video player below.