Actually, the "icpm" acronym kinda throws me. It's perfectly correct, but my mind wants to assign the "ic" to inconsiderate. So then the "p" just leaves me flailing 'cause I think "cellphone" and not "cell phone" so the "p" is just out of place! Finally, I feel like I'm back on solid ground with the "m", but I gotta go back and mentally reassign the letters. Oh bother!
They have videos of the PSA's at that site. Fun.
My favorite line is still, "It's pronounced kar-RA-tay."