As news breaking stories are increasing using video and pictures taken from mobile phones of people on the scene (remember the recent London bombings), the UK Department for Transport has taken the the idea one step further and created a television ad bringing to attention that 55 teenagers in the UK die of traffic accidents every week.

You can see the ad here.

Not sure if they have thought about it, but I would try and find a way to seed this ad to some of the influential teenagers phones and let the message spread teenager to teenager !