MADD long left the field of trying to prevent drunk driving and has been essentially a temperance cause for quite some time. This is a pretty twisted manipulation, well beyond the means necessary to teach the message they're trying to get across. I would be perfectly ok with them showing the brutal accident scene, but somberly telling people that other people they know are dead is just cruel, and no good intention is going to relieve them of that.
Imagine if someone called you and told you a good friend or loved one had died and let you soak in that pain and sorrow until saying, "JUST KIDDING! Hope you learned something!" I'd be fucking pissed, and I think I'd have good reason to be. The fact that these are high school students and the fact that it's to try to prevent drunk driving doesn't change that.
Will is often prone to hyperbole, but I think his point is well made above.
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