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.