Newly qualified drivers cause an above-average proportion of alcohol-related road accidents. This led to a new law in Switzerland: From 2014, there’s a zero alcohol limit for the first two years after getting a driver’s licence. The challenge was in communicating this new law to the target group and put a positive spin on it.

The unusual way to get attention by turning an abstract law into something tangible, personal and relevant proved to be very successful. The Drink & Drive Party created a strong response in the heart of the target group: young drivers with an affinity for alcohol consumption. Their personal experience was then used to reach out to their peers through the web and social media.

We launched the World’s Most Stupid Party: Drink + Drive 2013. We set up a party club at a driving centre where novice drivers had drinks first and then took a driving test. To emphasize the danger of slowed reaction times we unexpectedly had a puppet pop up on the road during the test. This proved to be a sobering experience which caused quite a few crashes and generated additional web content.

(Results on presentation board.)