Is there any tactic more effective than shame when it comes to curbing undesirable behavior? San Franciso designer Brian Singer doesn't seem to think so and his anti-texting-while-driving campaign rests precisely on that principle.

His project, appropriately called Texting While in Traffic, takes photos of drivers using their phones while behind the wheel and blows them up into billboards designed to call attention to the dangerous habit. The photos are taken by Singer himself and also by members of the public who send in images of their own. In California, texting while driving is illegal and offenders can be hit with a fine of at least $76.

"My hope is that it will freak some people out and make them think twice before picking up the phone while driving," Singer told Gizmodo. "My greater hope is that it inspires others to start taking photos, too. If enough people started doing this, it could have a dramatic affect on people's behavior."

"I don't think people driving on 101 have the expectation of privacy," he said of the contention that the project could raise legitimate questions about privacy. "I could be wrong, but the police need to be able to see them using phones and breaking the law, so all I'm really doing is taking photos in a public place."

Fair enough.

[via Gizmodo]