In order to change this anti-social behaviour, we aimed to target these young drivers in unexpected but relevant places with a variety of messages. And to further jolt them out of their complacency, we decided to communicate in a much harsher and more cutting tone than previous: making it clear that drink drivers deserve no ‘good will’ at this time of year. We created radio ads that were then supported by a number of ambient initiatives that challenged the potential drink driver closer to or in the decision-making moment.

The activity generated a fantastic response with the audience being surprised and entertained by the creative work with many signs of interaction. The feedback we got from those who managed the activity was that the work created word-of-mouth and they were genuinely interested in finding out more about the messaging. There was also a significant response from the press: national broadcasters including the BBC featured the activity as a story in itself amplifying the campaign outside of paid for activity.