Young men aged 18 to 29 are the worst offenders and the hardest to talk to, when it comes to drink driving.

We wanted with get them talking and thinking about drink driving.

Our solution was a Youtube video with an anti drink-driving message they would share with each other.

We had a small budget to play with so focussed all our efforts on creating a compelling piece of Youtube content; the intention was to create something viral that would distribute itself. Social media provided a key role in allowing a compelling film to be shared over 250,000 times on Twitter, Facebook and other social media sites.

Over the first 24 hours it was viewed over 1m times. It made it onto TV news channels across the world.

Got on the front page of the Huffington post- the Metro online, The Express…The Daily Mail and so on. It was trending on Youtube and was in the top 10 on the global Viral Video Chart. By the end of the first week it had been viewed 6.5 million times.