Drinking and driving is a major problem in South Africa. Safety messages don’t change behavior. Since safety isn’t a drunk driver’s main concern, how do we get through to them?

By highlighting the one thing they’re afraid of: going to jail.

On late night shows, we created the illusion that the police were trying to pull you over by playing the sound of a police siren over regular programming (music). After a song played out, the DJ did a live-read: If the sound of the siren made you nervous, pull over to a place of safety and call a friend.