This is a brilliant marketing piece Virgin Mbile attempted to run in the UK - unfortunetly it was banned as it was believed:
1. it was likely to cause serious or widespread offence;
2. it was not sufficiently clear that the insert was advertising material;
3. the tone of the insert could cause undue fear and distress; and
4. it could encourage children to emulate the language used in the insert.
Read more about it at: http://www.bestrejectedadvertising.com/ban/I.html