Cow (public service announcement)

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Cow (public service announcement) – a shorter, easy-to-understand version

Cow, also known as Only Stwpd Cowz Txt N Drive, is a 30-minute public information film from Wales. It was released in August 2009 and directed by Peter Watkins-Hughes, with help from Gwent Police and Tredegar Comprehensive School. The project was a collaboration between Gwent Police and Tred Films, with special effects by Zipline Creative Limited and original music by Stuart Fox.

The story follows 17-year-old Cassie “Cow” Cowan (played by Jenny Davies). While driving with friends Emm Williams and Jules O’Shea, she texts, and their car crashes head-on with another vehicle. Four people die, including Emm and Jules; the other car’s occupants also die, while their young child survives. The film shows the crash’s aftermath: Cow and her parents are shunned by the community, Cow nearly dies and is revived in hospital, and she is eventually sentenced to seven years in prison for causing death by dangerous driving. A postscript notes that the victims’ families tried to sue, but were not successful.

Production and release details: The film used local drama students; about 300 auditioned. It cost a few thousand pounds to make and was shown to students in the United Kingdom, then released on YouTube. As of 2009, it had not aired on US television, but a shorter 30-second version began airing in 2010 on some television stations in parts of South Carolina. The clip drew worldwide attention for its graphic content.

Cast: Cassie Cowan – Jenny Davies; Emm Williams – Amy Ingram; Jules O’Shea – Laura Quantick. The project highlighted how dangerous texting and driving can be and was designed for use in schools.

Reception and impact: The PSA gained significant attention online, with more than a million views on YouTube by 2009. It received industry recognition, including a Creativity Top 5 honor from Advertising Age. Donny Deutsch, a US TV host, praised it and urged stations to air it, while Mick Giannasi, then chief constable of Gwent Police, emphasized that the message about texting and driving is relevant everywhere.