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Drive Alive: Roadblock
| See full size 1024x768 px | |
| Released: | August 2008 |
| Advertiser: | DRIVE ALIVE  |
| Agency: | DRAFTFCB Johannesburg |
| Country: | South Africa |
| Category: |
Public health & safety
|
| Awards: |
Loerie Awards 2008 Outdoor Ambient Silver
|
| Tags: |
Award show winner
|
Credits:
Agency: DraftFCB JohannesburgAdvertiser: Drive Alive
Country: South Africa
Executive Creative Director: Rob McLennan
Creative Director: Gerhard Myburgh
Art Director: Gerhard Myburgh
Copywriter: Brent Liebenberg
Context
South Africa has one of the worst DUI problems in the world, to such a degree that the majority of people consider it okay to drive drunk, just as long they don't get caught.
Shock tactics don't seem to work anymore, so we chose to hit people where it hurts.
Philosophy/Solution
Our mobile billboards at deployed at busy intersections on Friday and Satursday nights. From a distance, all that a driver sees are the flashing blue light of a police road block, and few things sober a drunk driver as quickly. Unable to turn around and escape, they're forced to come face to face with our message.
If you got nervous, you shouldn't be driving.
A relief for sure. But as they drive by in a cold sweat, we hopefully frightened them enough that had this been a real road block, their lives would have changed forever.
Ultimately we hope that if they're not going to stop driving under the influence to protect other road users, perhaps they'll stop to protect themselves.