Drug driving is a growing problem on Britain’s roads. 18-32 year-old drug drivers do not believe that their driving is impaired and that they can be caught. The task was to make them take driving seriously by puncturing the permissive “bubble” they had created around their behaviour with incontestable fact: drugs have an involuntary effect on the eyes that the police can test for. “Your eyes will give you away” became the central premise of the multimedia campaign. This was seen as both compelling new news and a resonant, widely-held truth about drugs that could force reappraisal of the issue.

‘Your eyes will give you away' became the campaign's central premise. The TV ad used advanced post production techniques to exaggerate the eyes of a car full of friends that gets pulled over by the police. The print executions (Cannabis, Cocaine and Ecstasy) visually brought to life the specific effects that different drugs have on your eyes - effects that the police are trained to spot. All of the myths around drug driving are set straight on a new drug-driving website, towards which traffic is driven by posters, online display, festival sponsorship, in-game digital advertising and in pub media.

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