South Africans have become de-sensitized to advertising about drinking and driving that relies on gory accident scenes so we had to try a fresh, hard-hitting approach. We decided to target male drivers, who are statistically more likely to get behind the wheel after drinking. As South Africa's prisons are notorious for their incidences of violence and rape, we decided to play on the male target market's biggest fear and show them what they could expect if they were arrested at a road block in South Africa - namely getting to know unpleasant people in prison intimately. To achieve this, we worked closely with actual former prison inmates to create a unique and attention-grabbing campaign.

To target people who regularly consume alcohol and often drive home afterwards, we entered into a co-operation with Thunda.com, South Africa's most popular social photo website. We embedded a video into the site's party galleries. When male visitors to the site clicked on their pictures taken at parties and nightclubs the previous night, they expected to see a picture of themselves at the event. Instead, their picture was embedded into the video, where a prisoner in a cell pulled out their picture and gazed longingly at it.This was followed by the title: "He'd love to meet you. Never drink and drive."Once the video had finished playing, viewers had the option viewing it again, sharing it via social media.

The Love to Meet You campaign for the Drive Dry Initiative received extensive national press, radio, TV and blog coverage, generating free publicity to the value of almost 14 million Rand. The iconic phrase "Papa wag vir jou" which means "Daddy's waiting for you" was quickly adopted by the public to warn their friends about drinking and driving and entered into everyday conversation. Within weeks, the campaign received endorsements from the National Department of Transport, including the Western Cape MEC for Transport, Robin Carlisle, and the Road Traffic Management Organisation. But most importantly, it ignited a public debate in South Africa which contributed towards changing attitudes towards drinking and driving.