Instead of a blood and guts road safety campaign, we created a campaign that focused on a consequence of driving drugged and killing someone - being separated from the world they know and love in prison. Rather than simply telling, we gave people a taste of how prison will separate them from the outside world, by turning everyday glass into prison glass.

Creative strategic solution: We gave people a taste of how prison life separates them from the outside world. We created a physically interactive television commercial by turning television screens into prison glass. Viewers were asked to touch their televisions as if they were visiting a loved one in prison who had been convicted of hitting and killing someone while driving drugged. The television commercial was launched on a popular morning television program then shown nationally on free-to-air and pay television.

As a result, drivers realised that driving drugged was actually a criminal offence and very dangerous.It achieved the Pedestrian Council’s goals of educating the masses that driving drugged is just as serious an offence as driving drunk.As for the results, it’s very early days, but with continued national airing, hopefully the number of drugged driving offences will continue to drop.