How do you get young drivers to offer to be a 'designated driver’ for their friends during a time they want to enjoy themselves?Well... you make it the coolest, most magnanimous gift only a legend like you could give. You ham it up as though it's the biggest favor in the world… You make it a gift that shows the value you place on your friendship with your mates. Then you make it an easy to get, beautifully printed card... something you can fill in and add to a Christmas stocking or gift.

The ultimate measure of success for this campaign was to reduce the number of drink driver fatalities on Victorian roads over Christmas. The campaign was the only new initiative by the client during this period.Budget $40k. 554,000 inserts in Australia’s highest selling daily newspaper.Generated live radio interview 3AW state’s No:1 Breakfast Show.

Generated National Live TV interview 7pm Project (target market’s favoured free to air station, Channel 10). 855,000 viewers.Generated ¾ page feature Herald Sun and article with photo endorsement by Mayor in the Geelong AdvertiserRecord low fatalities in 4 years with 20% reduction in deaths.