The Brief

HELP wanted to change the devil-may-care attitude of young people who drink and drive. But how do they do something beyond the common noticeboard poster? The strategy was to come up with an idea that will stop the kids in their tracks – a grim reminder of what could happen if they drink and drive.

Creative Execution

Today's youth are constantly bombarded with numerous social communication messages ("Smoking kills", "Don't drink and drive", "Help the underprivileged", etc). These messages usually appear in conventional mediums such as TV and posters so there was a need to create something different. Something that youths won't regard as a seen-it-all-before.

Describe the creative solution to the brief/objective.

We took parts from a car that was wrecked in a drink driving accident and fashioned a wheelchair out of the parts. We then displayed it at a college where this crude example of art imitating life, juxtaposed with a hard-hitting message, caught the attention of passers-by. Finally, we put up pledge boards for people to show their support for the campaign. In July 2008, we launched a college competition where students can create their own interpretations of the result of drink driving.

Results

- Over 10,000 signed pledges. - Approximately RM1.7 Million worth of free media coverage including TV and newspapers.