Agency: Leo Burnett
Client: Department for Transport (Nikki Edwards)
The Department for Transport has launched a new hard-hitting campaign designed to shift attitudes amongst an increasing number of young male drivers who don’t believe that driving after drinking a couple of pints is dangerous.
Extensive research has indicated that communication based around crashing and injury is no longer as likely to affect the behaviour of this vulnerable group.
They tend to associate such horrific consequences with very drunk drivers, and as such do not identify such an eventuality with their own actions.
However, the notion of having to suffer a variety of humiliating and difficult personal consequences after being stopped and breathalysed is compelling, distressing and relevant.
It is news to many of these men that failing a breath test results in a driving ban, fine and a criminal record.
The idea of having to sell their car and explain the conviction to families, employers and girlfriends also hits home.
By increasing awareness of these consequences and encouraging the belief that one or two drinks is too many, the DfT aims to change attitudes, behaviour and ultimately the amount of KSIs (Killed or Seriously Injured) on the roads.
The creative idea preys upon the doubt in people’s minds as to how much is OK and how much is too much in an impactful and original way.
Watch the barman then eerily transform into a variety of characters – a policeman, solicitor, boss, car salesman and girlfriend - all in one single take.
Account Director at Leo Burnett London, Richard Bookey, said, “We need to start a new conversation with these drivers, but cannot rely on a crash or injury to grab attention.
"We’ve created drama and tension in a different way that we believe will be effective in changing attitudes and behaviour.”
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