Thailand ranks number three in the world in drunk driving fatalities and annually, and The Don’t Drive Drunk Foundation invests large amounts in traditional advertisements warning people about the dangers of driving drunk, however nothing seems to convince people.

Due to the restrictions in alcohol advertising ATL in Thailand, most alcohol brands are steered to advertise directly through venues and through BTL channels. In order to compete at the same level and on-par with alcohol brands, The Foundation must directly communicate equally and directly with our target audience to maintain awareness about the dangers of driving drunk.

We placed The Drink Drive Testers directly in the path of the drunk drivers returning from bars to their vehicles where they could get an insight on their levels of consumption.

By simply logging into Facebook, the camera candidly captured their faces and requested them to blow into the breathalyzer to discover if they were fit to drive. The impactful results were presented and auto-shared onto Facebook, based around various outcomes in accordance to the alcohol levels in their system.

The personalized graphical images posted on Facebook also enabled family and friends to join us in stopping drinkers driving drunk.

The results were highly effective in changing drinker’s perception of driving under the influence, and building awareness on and offline. Because of the personalized graphical image presented to our target audience, which was shared on Facebook—making the drinkers the media themselves and stimulated high awareness and stirring up dramatic conversations on social media, the thought provoking message resulted in many drinkers changing their minds about driving drunk. Most participates and witnesses of the Drunk Drive Tester opted to call either their family or friends, or call for a taxi instead.