Media > Specialist Category
TAXI TOP
NAGA DDB MALAYSIA, Selangor / MINISTRY OF TRANSPORT / 2005
Awards:
Overview
Credits
OVERVIEW
Audience
Apart from weekend clubbing, festive celebrations are also prime time 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 this period.
Execution
We replicated taxi top signs and placed them on top of cars outside bars and clubs. On the taxi top sign, the message reads “If You Drink, Don’t Drive”.
MediaEffort
From a distance, all the cars parked alongside the bars and clubs look like taxis. This served to remind those who had one too many drinks to call a taxi.
MediaStrategy
The media used were cars parked outside some of Malaysia's most popular bars and clubs. We chose the cars as our medium because it was our last opportunity to stop a drink driver from getting behind the wheel.
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