Say you're sorry.

Teens don't just blow off tired public service announcements – they make fun of them. They go through life thinking they're immune to mundane topics like drunk driving until one day they wake up – in a wrecked car, next to their best friend, who wasn't as lucky and isn't waking up.

We didn't just show the consequences of drunk driving, but the raw emotion that you're left with when you hurt someone else. We put the camera on young people and gave them the opportunity to apologize to the people they hurt, even though most of them would never hear it.

The spots drove viewers to FullApologies.com, where the full-length apologies can be seen. Visitors can enter their own apologies or simply see the effects that a night of fun can do to your conscience for the rest of your life. But the site isn't a guilt trip. It includes innovative tools to help teens including "B-Safe Txtrs", which lets them send a timed text message to themselves, delivered when it's time to start thinking about getting home safely.

On average, users have spent over five minutes on the site, and in just its first three months, the site received over 900,000 page views, sent 1,300 B-Safe Textrs, and posted more than 1,500 visitor apologies – many as heartbreaking as the site's featured apologies.

The campaign was so successful it not only turned a statewide media buy into a national public service announcement, but it won Best of Show at the Philadelphia Addys and a pencil at the 2009 One Show.