Distracted driving is the leading cause of death on Saskatchewan roads. For SGI’s Heads Up campaign, we brought this message to life, and death, and picked up a few awards along the way.  

The series of photographs, shot by photographer Kiriako Iatradis, use perspective to blend action and consequence to devastating effect, illustrating that not keeping your head up while driving, can bow the heads of those who love you.

The series won in two categories in the 2016 Applied Arts Photography & Illustration awards: Advertising Photography and Public Service/Charity Photography.