The Brief
Despite repeated warnings, some drivers continue to take the risk of drinking and driving, underestimating both legal and social fallout. We needed a fresh way to cut through complacency and spark real behavioural reflection.
This campaign addresses the dangers of drink driving by highlighting its wide-reaching consequences. It also taps into the social embarrassment that comes with being caught by police.
The Solution
We used the sound of the censorship ‘bleep’ (a cue for something inappropriate or shameful) and linked it to the ‘beep’ of a breathalyser. This powerful audio device reinforced the consequences of drink driving with both wit and weight.
Outdoor
Radio
The Outcome
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