Drinking and Driving
Drinking and Driving Wrecks Lives
Drinking and Driving Wrecks Lives
Services
Cinema
TV
Client
UK Gov
Location
UK
Credits
Copywriter
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.
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.
Result: Considered one of the most successful and controversial anti-drink driving campaigns in the UK road safety campaign's 60-year history.
Result: Considered one of the most successful and controversial anti-drink driving campaigns in the UK road safety campaign's 60-year history.
