Young men cause 75% of driver fatalities.
So how can we tell them to slow down without being ignored?
We'd partner with EA Sports to create a fake demo for an upcoming Need for Speed game.
And send it to popular Twitch streamers.
The game is co-op, and forces one player to pressure another to speed.
When the player speeds, the car becomes harder to control.
The player wakes up in hospital with their family around them.
While their friend's Twitch channel is temporarily taken offline, suggesting something more serious happened in the crash.