According to the National Highway Traffic Safety Administration, concerned drivers are responsible for nearly 80% of all crashes in the United States (Teen). Most driver distractions can be attributed to cell phones. Despite laws banning cell phone use while behind the wheel and advertisements advising against it, young drivers addicted to texting are often unfazed by these attempts and continue to put their lives at risk. In response to this growing trend, in 2009 the Gwent Police Department in Wales met with director Peter Watkins-Hughes to produce a shocking short film, COW (Gwent). While other adverts took a less realistic approach and had minimal impact, COW was a way for Gwent Police to take a dramatic stand to dissuade teenagers from texting while driving by providing the public with a vivid inspection of the infamous statistics. Lately, advertisements covering various issues, from smoking to drinking and driving, have had a more significant impact by taking a more gritty and realistic approach with enhanced effects and plausible scenarios. COW, in particular, gets straight to the point; instead of simply referencing the issue, they tackled it head-on, literally, by featuring a small group of teenage girls involved in a deadly confrontation. Superior computer-generated images render the depiction extremely graphic with violent blows inflicted on each victim of the vehicular calamity. In a few quick moments, the diversion of an insignificant text message sends a young driver drifting across the lane divider, resulting in a collision involving multiple vehicles and multiple victims, from ignorant teenagers to an innocent child. For some, the video may not be that significant… middle of the paper… interests them as the plot develops and the intensity increases. The police used their knowledge of real cases to add credibility and plausibility to the film. This and the clever positioning of the characters will appeal to all people who have ever been in a car. Works quoted "Gwent Police - News". Gwent Police - Welcome. Network. February 10, 2010. "Threat to Teen Drivers: Texting: Studies Show Texting While Driving Is an Epidemic." Parenting Teens. Web. 10 February 2010. "YouTube - PSA SMS While Driving Ad in UK [HD]." YouTube – Broadcast Yourself.Web, January 31, 2010. “Teen Driver Menace: http://www.gwent.police.uk/leadnews.php?a=2172