We created a mobile phone service whereby someone could send a recorded message to their friends cellphone to warn them of the dangers of drinking and driving.There were a choice of funny messages, so the most appropriate could be chosen. They reached the right person at the right time - when they were drinking and considering driving. Importantly they were also anonymous

In the initial campaign,12,541 messages were sent from just a small test area. Each message potentially avoided a serious crash. There was excellent feedback and extensive free media coverage of the idea. The campaign contributed to a 45-year record low road toll and is to be repeated and extended.