"Text and drive"... to a funeral home

TORONTO - A billboard in Toronto is making drivers do a serious double take. It reads "Text and Drive"- and appears to be sponsored by a funeral home. People are outraged by how morbid it is and that's the point.

We hear "don't text and drive" so often that we're deaf to it but the percentage of people using their phones on the road has actually increased. Seventy-seven percent of young adults said they were “very or somewhat confident that they can safely text while driving,” and 55 percent said it’s easy to text and drive. The PSA is meant to remind drivers of the horrible consequences. Yet again.

In 2014, 3,179 people were killed, and 431,000 were injured in motor vehicle crashes involving distracted drivers in the U.S. That's not even counting fender benders. You know that guy who rear ended you was on his cell phone.

Why do drivers continue to do it? Experts explain that humans are driven to text because of a deep need to connect- and we now have a device that offers instant gratification. It’s like a drug. Or sugar.

The dopamine reward system wins out over the logical part of the brain- the part that understands the dangers and wants to AVOID carnage on the roadway.

So the billboard may turn heads- but it's not nearly as distracting as texting while driving.