Campaign Media Awards 2008: Best Public Sector and Charities Campaign

Title: Don't Drink And Drive
Media agency: Carat
Media director: Emma Sheenan
Media planner: Chetan Murthy
Creative agency: Leo Burnett
Creative directors: Tony Malcolm, Olly Moore
Account director: Richard Bookey
Account planner: Nick Docherty
Client: DfT THINK!
Brand: Drink Drive
Marketing director: David Murphy
Media/brand manager: Nikki Edwards

For 40 years the Government has been campaigning to get people to stop driving under the influence of alcohol. Although the message is getting through, many people were confusing drink-driving with driving while very drunk, rather than understanding that the consequences could be the same if you drank two pints or ten. The idea was to make young men think twice before ordering that second drink over Christmas. TV was bypassed in favour of a series of targeted, personal communications running on MSN Mail and Facebook, along the lines of "What ruined his Christmas". ATM ads were used as well as posters in bars of five-a-side football centres, and on Setanta during the early evening. Beermats and pub washroom ads also conveyed the message in an appropriate environment. Results showed that awareness of the fact you get a criminal record for drink-driving shot up, and was accompanied by a drop in arrests for drink-driving of 31per cent during a period with random testng was high - a government record.