When they see it happening in front of them, it can be difficult for young men to tell their friends not to drink and drive. Therefore, we came up with a funny way to get young men to stop their mates drink driving. Taking inspiration from the famous pottery scene in the movie Ghost, the idea is borne out of the genuine affection of characterising modern day male friendships but filtered through an awkward, cringe-inducing style humour that we know this audience love. The idea is that you cradle your mate with the same love and affection that was seen in the film, but in this case, you take your mate's drink away from him.

We created 60", 30" and 10" films that showed our friends 'Ghosting' their mate in order to stop him from drink driving. This ran in March 2018 across Facebook, Twitter, Instagram, Snapchat and Spotify

Over 7.7m views at a VTR of over 24%.

Facebook: 2m views. Engagement Rate 17%.

Instagram Stories: 500k views. Engagement Rate 10%.

Twitter: 5m views

Attitudinal Shifts via Kantar:

Increase the social unacceptability of letting a friend drive after they’ve been drinking

• Target 0 (maintain). Achieved 11pp. Pre 68% Post 79%.

Increase claimed behaviour amongst young men of stopping a mate drink driving

• Target 2pp. Achieved 7pp. Pre 68% Post 75%.

Increase social unacceptability of drink driving amongst young men

• Target 2pp. Achieved 15 pp. Pre 73% Post 88%.

Reduce number of young men who know someone that drink drives

• Target 1pp. Achieved 4pp. Pre 54% Post 50%.