Brake 'got the msg?' by Blue Hive

Brake, the road-safety charity, has launched a hard-hitting campaign to persuade people to stop sending text messages on their mobile phones while driving.

The four executions will appear on specially selected digital poster sites, online and in print.

The creative work was produced on a pro-bono basis by the WPP agency Blue Hive, supported by the award-winning photographer James Day and the retoucher Dennis Tuffnell.

More than 20 digital 48-sheet sites were donated by JCDecaux through Kinetic Media and Mindshare.

This is the first advertising campaign Brake has launched.