New Zealand did similar advertisements a few years back, setting up car crashes with actors and not telling the emergency services that they were not real.

But this recent campaign about telling your mates not to drink and drive is far more clever. https://www.youtube.com/watch?v=shRzlAiLr2M

The logic is that changing behaviour relies on helping people understand what is 'cool' and what is not cool with their friends. As anti-tobacco campaigns or anti-drug campaigns should also know, this is far more effective than the scare tactics.