Herzog explains why he wanted to work with AT&T on the project:

“What AT&T proposed immediately clicked and connected inside of me. There’s a completely new culture out there. I’m not a participant of texting and driving — or texting at all — but I see there’s something going on in civilization which is coming with great vehemence at us. … This has nothing to do with consumerism or being part of advertising products. This whole campaign is rather dissuading you from excessive use of a product. It’s a campaign. We’re not trying to sell anything to you. We’re not trying to sell a mobile phone to you. We’re trying to raise awareness.”

Meanwhile, a new study contradicts previous research suggesting that cell phone use while driving increases the risk of accidents:

For the study, Bhargava and the London School of Economics and Political Science’s Vikram S. Pathania examined calling and crash data from 2002 to 2005, a period when most cellphone carriers offered pricing plans with free calls on weekdays after 9 p.m. Identifying drivers as those whose cellphone calls were routed through multiple cellular towers, they first showed that drivers increased call volume by more than 7 percent at 9 p.m. They then compared the relative crash rate before and after 9 p.m. using data on approximately 8 million crashes across nine states and all fatal crashes across the nation. They found that the increased cellphone use by drivers at 9 p.m. had no corresponding effect on crash rates.

Additionally, the researchers analyzed the effects of legislation banning cellphone use, enacted in several states, and similarly found that the legislation had no effect on the crash rate.

(Hat tip: Engadget)