Drinking and Driving

Drink driving remains one of our biggest killers on the road. In the run-up to Christmas, this hard-hitting campaign stopped viewers in their tracks. Without warning, they were confronted with the devastating reality of a young woman dying on the road after an accident. The camera never looked away; it stayed fixed on her eyes, holding viewers accountable, as if accusing them of causing this tragedy. The impact was extraordinary. When polled, an incredible 97% of UK adults said they'd seen the campaign, translating to over 2 million pounds of additional media coverage. It became one of the most successful and controversial anti-drink driving campaigns in 50 years.