There is a growing culture amongst young South African adults whereby males, most of whom are between the ages of 18 and 30, often take to the roads while intoxicated after a night out. This has led to an excessively large number of driving related injuries and deaths over the last few years. We therefore had to appeal to the public to think twice about driving while under the influence of alcohol. Especially since many members of this target audience see it as “cool” to drive while drunk.

The solution was to create decals which were placed in areas which partygoers would pass on their way to their cars after a night out on the town. The decals showed a young male in a state of intoxication. The model on the decal is seen wearing a t-shirt which echoes phrases often said by the target audience when asked if they are sober enough to drive.

Drunk driving incidents went down 40% in the areas that the campaign was run. The return on investment was astounding given the injuries prevented and lives saved, especially seeing as there was no monetary investment for this campaign.