Drug driving is a serious and growing problem. One in five people involved in car accidents in the UK has drugs in their system.

Our brief was to communicate an anti drug drive message to summer festival-goers – 18-25 year-olds uninterested in government messages, especially about drugs.

To be noticed, we had to try and be as entertaining as the festival itself. We also had to avoid a governmental tone and come across as empathetic rather than finger-wagging.

Our work targeted people throughout their journey to the site entrances – in their cars, in the car parks and before they’ve taken drugs.