Distracted driving statistics are depressing. As we well know, people are using their smartphones for far more than just texting these days. New studies come out every other week, and there are reports of death- or serious-injury-by-cell phone every day. Despite this, numbers continue to rise, and since 22 percent of people cite addiction as a reason for checking their phones while driving, those numbers seem unlikely to reverse anytime soon. As with so many other preventable dangers, the problem seems to be that nobody thinks the worst-case scenario will happen to them. It’s only something that happens to other people, people they don’t personally know. People share cautionary tales on Facebook but continue to SnapChat while driving because they think they’re being careful, that when they look down at their phone, they’re doing it safely. A new video attempts to dismantle that idea, to show that it could be someone you know who dies because of an email, that it could be you who causes a deadly accident because you needed to see who likes your photo.

As part of their It Can Wait campaign, AT&T has released a new video, “Close to Home,” highlighting the dangers of distracted driving. The message of the video is that no email, text, or post is worth a life, but it does it in a way that might actually have an effect on drivers. The characters in the video are all people we can imagine in our lives: a loner young boy riding around town on a bike, a dad leaving work early to watch his kid’s baseball game, a woman taking care of her elderly dad, and a mother and daughter running an errand. All of us either know these people or we are these people, so when the video climaxes with a horrifying crash, we all know what they mean by “close to home.”