Media > Specialist Category
PAPER CAR
NAGA DDB MALAYSIA, Selangor / MINISTRY OF TRANSPORT / 2005
Awards:
Overview
Credits
OVERVIEW
Audience
Apart from weekend clubbing, festive celebrations are also primetime for drink driving. The Ministry of Transport (Road Safety Department) of Malaysia wanted to reduce accidents caused by drink driving on these occasions.
Effectiveness
The number of drink driving incidents in the capital was reduced by 20% during the period. Not to mention that it was talked about by most of the pub patrons where it was parked.
Execution
To illustrate the danger of drink driving, a paper car was parked outside pubs. On the car was a line that reads: “Don’t drink & drive”. Here, the media is an integral part of the message - if people choose to drink and drive, they may end up dead and drive a paper car that's meant for the deceased.
MediaEffort
The target needs to be reminded as often and in as impactful a way as possible. And the best place to do that is outside their favourite drinking places, so they will be reminded before they go in for a drink and after they finish drinking.
MediaStrategy
The majority of drinkers in Malaysia are Chinese. And it is a Chinese belief that you can burn offerings of worldly “possessions” in the form of paper cars, houses etc. for the dead to use in the afterlife.
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