Drunk driving contributes to 46% off all deaths and injuries on the South African roads, mainly involving drivers between the ages of 18 and 30. We created a range of decals depicting people in various states of intoxication. Placed in nightclub bathrooms, parking lots and surrounding parking pay station areas, these decals targeted those individuals about to drive drunk, or get into the car of a drunk driver.
The feedback was instant and positive. Research showed the decals hit-home because they weren't lecturing the market. Feeding back the excuses commonly made by drunk drivers was far more powerful.
Press coverage and a radio phone-in initiative were used to enhance the effectiveness of the campaign. We were later interviewed by numerous acclaimed magazines worldwide and even featured on a Japanese TV show.