After countless ‘don’t drink and drive’ campaigns, Belgians are still driving under influence. The number of weekend accidents keeps growing. Media point the finger at Belgian clubs, where young people drink all night long.

The organization Responsible Young Drivers wanted a more convincing, engaging and effective way of drunk driving prevention. We signed a pact with ‘the devil’: Carré, Belgium’s most famous club for dancing, and most infamous location for drinks and drugs.

How to stop young people from driving drunk?

Stop them literally. Before they leave the club’s parking lot. We developed an innovative parking barrier that only opens after a safe alcohol test.

The results: the best covered public awareness message from Responsible Young Drivers ever. And finally positive news about clubbing at Carré.

If we can’t stop drunken drivers from getting behind the wheel, maybe we can stop their cars from going on the road?

We built a partnership with ‘Carré’, Belgium’s most famous club for dancing, and most infamous location for drinks and drugs.

Our media channel: an innovative parking barrier.

We developed the first parking barrier that doesn’t work with a ticket or chip, but with an alcohol test. You have to blow safe for it to open. If you drank too much alcohol the barrier stays closed.

People were committed to stay sober because they knew they couldn’t leave the parking otherwise. And to those who drank too much, Responsible Young Drivers and Carré offered some non-alcoholic drinks to sober up.

We installed the barrier at Belgium’s biggest club ‘Carré’ during the weekend of its 22nd anniversary. The coming months major music and sports events are hosting the barrier too.

The free parking lot with the alcohol barrier was fully booked. For 90% of the drivers the barrier opened immediately, 10% switched seats or sobered up. ROI: 100% of participants acted as responsible young drivers.

More than 15.000 party people at Carré were involved. The promo stunt was covered by Flemish news channels; it reached 1 out of 3 Flemish people via TV, newspapers, blogs, radio (340.000€ advertising value). The best covered public awareness message from Responsible Young Drivers ever.

The coming months the barrier is adopted by major events. The barrier’s long career in drunk driving prevention has started.