In order to create awareness about drinking and driving among youngsters, Responsible Young Drivers set up a live experiment.

To demonstrate the effects of drunk driving, we turned to race games, and to Grand Turismo in particular.

We invited Amo_racing87, one of the world’s most talented Playstation Grand Turismo drivers, to come and play the game, both sober and under the influence of alcohol.

Twitter redesigned their feed with integrated pictures. Images are displayed directly into your feed, but are standardly cropped.

RYD sent out a tweet: ‘looking at this picture can be very dangerous’, combined with a simple image of a pickle. First people saw the cropped image and were teased by the meme. But once they clicked, the message became very clear:

‘looking at this picture can be very dangerous ... while driving a car. Don’t tweet and drive’. The full image showed a girl in a hospital bed.

Since the creative idea is built on a new feature of a medium, there was only one relevant medium to use: Twitter

People read and retweeted our campaign.

We have reached 232.000 people, with zero media.

Changing human behaviour is a longterm process, and this campaign has helped Responsible Young Drivers to keep informing and sensitizing young people about the dangers of driving.

Hopefully we made a point, and youngsters will think twice when using their smartphone in the car.