To puncture the self confidence of young drivers who think they can get away with drinking and driving we pursued two strategic routes:1. We played back to them their inner voice when they drink and drive, dramatising their behaviour and the fear of being caught.2. We sought to create a culture of intolerance that would undermine their past and possibly future behaviour. This route saw us change tack with regard to the tone of voice in the communication, using a harsher and more cutting tone to make it clear that drink-drivers deserve no ‘good will’ at this time of year.

These two routes, delivered via radio, were supported by a number of ambient initiatives, that challenged the potential drink-driver closer to or in the decision-making moment. Christmas Carollers in train stations sung Carols with anti drink-driving themes, and enforcement messages with motion-controlled audio posters in pub loos sought to remind punters that drinking and driving is no joke. These were just a few of the numerous through-the-line media initiatives that amplified and reinforced the message: if you drink and drive this Christmas the police are looking out for you, and they will catch you.