The province of Alberta has launched an edgy new ad campaign that focuses on drivers’ crotches, hoping the racy message will get Albertans to stop texting while driving.

The campaign, called 'Crotches Kill,' features images of drivers looking down at their phones while sitting behind the wheel.

"Ah, there you go again, driving and being completely enthralled by your crotch," chides a female announcer in a Crotches Kill radio spot.

"Quick glances, long stares, you just can't keep your eyes off it. But the problem is crotches kill. Every time you send that text message from your lap, your eyes are off the road for five very long seconds."

The ad finishes with the recommendation to leave your phone out of reach when driving.

The ads are meant to "catch your attention and make you think," said Donna Babchishin, a spokesperson for Alberta’s Department of Transportation. "It’s edgy on purpose. It’s humorous as well."

She said the campaign, which also includes billboards, washroom posters and digital ads, is geared towards young men. That’s because drivers who have been caught and convicted of distracted driving in Alberta tend to be males between the ages of 25 and 34 years old.

"Both young women and young men are getting a lot of convictions for distracted driving but we’re targeting young men in particular," she said.

Babchishin said, of the 19,000 convictions made in the first year of Alberta's distracted driving law, men in that age group had the highest conviction rate of more than 12 per cent.

The ads have already caught the attention of many Albertans including long-time Edmonton radio personality Rick Lee.

"It’s pretty racy for a Government of Alberta ad, but sex does sell and it did get people’s attention," Lee said.

"There is a lot of texting, a lot of distracted driving going around. It’s good to see the Government of Alberta is taking the step to connect with younger listeners, and listeners in general, and taking the racy approach is a good way to do it I think."

Another part of the campaign includes an interactive government website, where visitors can scroll up and down to see examples of how dangerous texting and driving can be.

Babchishin said a follow-up campaign is being planned that will target an older audience.

With files from CTV Edmonton’s Linda Hoang