Funeral home "Text and Drive" digital billboard causes commotion.

You know, when I first got the release for the Digital Billboard that I posted here: "Funeral Home encourages motorists to Text and Drive in billboard", and I saw the image, I thought "that's great, that'll make people do a double take!" It may take a moment for the "aha-moment" to hit, but eventually it will. Or so I thought.
John St. in Montreal left nothing to chance though, they set up the website www.wathanfuneral.com, just in case people would be very angry with the "funeral home", and wanting to complain somewhere. A drab site that looks a lot like a funeral home's site welcomes any potential complainers:

If you're here, you've probably seen our "Text and Drive" billboard. And if you have, you probably came to this website to tell us what horrible people we are for running an ad like that. And you'd be right.
It is a horrible thing for a funeral home to do.
But we're not a funeral home.
We're just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving. That's right. More. And while most people wouldn't even think about drinking and driving, over half of Ontario drivers admit to reading texts while behind the wheel. That's more than half of the drivers on the road today risking their lives, their passengers’ lives and the lives of their fellow motorists and pedestrians.
Which should make you even madder
than our billboard did.

Ad agency: John St. Montreal