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
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.