Convicted drink-drivers to front Government’s road safety spots

Convicted drink-drivers talking about their lifelong feelings of guilt at having become killers are featured in a pounds 2.6 million Government campaign to cut drink-related road deaths during Christmas and the millennium celebrations.

Convicted drink-drivers talking about their lifelong feelings of

guilt at having become killers are featured in a pounds 2.6 million

Government campaign to cut drink-related road deaths during Christmas

and the millennium celebrations.



Filmed in prison, the three men speak directly to camera of their shock,

horror and remorse about what they did.



One admits: ’I left a husband and children without a mother and a wife.

And I’ve got to live with that for the rest of my life.’ Another says he

had no intention of killing anybody but agrees that ’it doesn’t change

the fact that I’ve become a killer’.



Abbott Mead Vickers BBDO, which produced the campaign, enlisted the

support of the police and the Prison Service to identify drivers willing

to talk about their experiences.



The films will run up to and throughout the Christmas period. During the

millennium celebrations, they will be joined by another ad featuring an

interview with the grieving parents of a young girl killed by a

drink-driver who talk of the void her death has left in their lives.



Cilla Snowball, AMV’s managing director, said: ’This will be the biggest

party season ever, so the message has to be specially strong. These

drivers are tragic figures and it’s an angle that’s never been explored

before.’



The films were written by Nick Worthington, art directed by Paul

Brazier, AMV’s deputy creative director, and directed by Mehdi Norwozian

through Joy Films. Media is being bought by MediaVest and planned by New

PHD and the Central Office of Information.



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