The Power Of Confrontation And The #ItCanWait Campaign

Campaigns as confronting as life itself.

29/08/2016 2:57 PM AEST | Updated 29/08/2016 7:11 PM AEST

Over the past few years, there have been some confronting campaigns that have created headlines, provoked discussion and inspired social change.

Last week, YouTube series Summer Break with partners AT&T's 'It Can Wait' released a video that has got the world talking about the dangers of texting while driving.

In the video, actors speak honestly about their irresponsible phone habits, from texting to Snapchatting while behind the wheel.

"If someone that you like texts you, you can't just let it sit there without just knowing what it says," one of the young participants says.

Then, they are faced with a real crash survivor who was involved in a car crash at 21 years old, caused by a distracted driver using their mobile phone.

"The resulting collision actually killed both of my parents," Jacy Good explained to the stunned participants.

"I live with a partially paralysed body. I didn't have my daddy to walk me down the aisle when I got married."

The actors are moved by the story of survivor, Jacy, who suffered a brain injury and had to learn how to read and speak again, pledging on the spot to stop their bad habits.

The video has sparked a conversation about the dangers of using your phone while driving across the world, with over 10 million people taking the pledge on the It Can Wait website.

This type of shock value campaign is no stranger in advertising. Earlier this year the Federal government released a powerful advertisement seeking to tackle domestic violence.

The ads urged Australian men to "stop it from the start", encouraging people to combat domestic violence before it even starts.

The confronting video shows a series of scenarios where violence against women is excused and encourages mothers, fathers, teachers and coaches to stop this behaviour.

The Queensland government also released a series of advertisements this year highlighting attacks on paramedics and hospital staff.

They painted a picture of the harsh reality of the situation by depicting real life attacks, again using confronting advertising to confront the issue.

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