We used pub toilets to tell the male audience about the procedures they could face at the police station. An eye staring through a cell door on a washroom poster above urinals simulated the humiliating experience of being under constant surveillance in a police cell. The same poster was put on the back of cubicle doors. When the door closed an audio device delivered the sound of a cell door being slammed and locked. A line up height chart was also positioned above urinals.

Radio ads were particularly poignant in that they can talk to the audience when they were driving – these were narrated by real police officers in a real police station.

Online banners featured moving visuals which at first appear to be a wine glass and bottles but eventually turn out to be test tubes for blood, urine and swab specimens.

Drink drive fatality statistics are at an all time low – 460 (RCGB). Annual tracking revealed that those agreeing the “Likelihood” of getting caught by police were at a high of 79% (BMRB).