Results and Effectiveness

The results were highly effective in changing drinker’s perception of driving under the influence, and building awareness on and offline. Because of the personalized graphical image presented to our target audience, which was shared on Facebook—making the drinkers the media themselves and stimulated high awareness and stirring up dramatic conversations on social media, the thought provoking message resulted in many drinkers changing their minds about driving drunk. Most participates and witnesses of the Drunk Drive Tester opted to call either their family or friends, or take taxi’s that we provided instead.

Creative Execution

We placed the Drink Drive Testers directly in the path of the drunk drivers returning from bars to their vehicles where they could get an insight on their levels of consumption. By simply logging into Facebook, the camera candidly captured their faces and requested them to blow into the breathalyzer to discover if they were fit to drive. The results were presented in an impactful way and auto-shared on Facebook, based around various outcomes in accordance to the alcohol levels in their system. The desired outcome was to give them a sense of brutal truth about what could occur if they chose to drink and drive. The graphical images auto-shared on to Facebook also enabled our message to be posted on social media, where family and friends could intervene in stopping drinkers driving drunk.

Insights, Strategy and the Idea

Thailand ranks number three in the world in drunk driving fatalities and annually, and the Foundation invests large amounts in traditional advertisements warning people about the dangers of driving drunk, however nothing seems to convince them. Targeting mostly drivers who always think they’ve had just a few drinks and are capable of driving under the influence, our communication objectives was to make them realize that just a few drinks can cost lives. Our insight was to stop these drivers before they stepped into their vehicle. By placing The Drink Drive Testers in high traffic bars around Bangkok, where we found drivers had the highest opportunity to risk driving drunk, we could help them to reconsider through a thought provoking message giving them a glimpse of the worst that could happen.