By Chelsea Lacey-Mabe

PHILADELPHIA (CBS) — A Canadian funeral parlor is using some reverse psychology to get people to stop texting and driving.

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The billboard, which sits along the Gardiner Expressway in Toronto, reads “Text and Drive” with the logo for Wathan Funeral Home displayed underneath.


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However, the real brains behind the message is the Montreal office of agency, John St. They created the funeral home and the billboard as a public service announcement to catch motorists’ attention in a way that will make people listen.

The funeral home may be made-up, but they’re serious about the issue.

The agency even made up a website for Wathan with facts about collisions involving inattentive drivers that they disguised as links to pick out funeral flowers and caskets.

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“We’re just trying to get Canadians to stop texting and driving, which, if current trends continue, is expected to exceed fatalities from drinking and driving as early as next year,” reads a statement on the site. “And while most people wouldn’t even think about drinking and driving, over half of Ontario drivers admit to reading texts while behind the wheel.”