2. Research
• In 2012, 1,200 people were seriously injured by a drink driver
• 280 people were killed in drink driving accidents
• drink driving have decreased hugely over the last 35 years.
• Deaths and serious injuries related to drink driving have fallen
by more than three-quarters since 1979
• Drinking limits vary on things such as weight, gender,
metabolism, what you are drinking, eating, stress levels and
age.
• Drink driving occurs across a wide range of age groups,
particularly young men age 17-29
• If caught above the illegal limit - 6 months' imprisonment, a
fine of up to £5,000 and a minimum 12 months driving ban.
3. Leo Burnett
Leo Burnetts campaigns are a lot more shocking and realistic than
the first ever drink driving advert in 1964 where drink driving was
not looked upon as a big deal.
5. Short AD idea
1. Loud club scene (shouting, singing and drinking)
2. Leaves club to go to car, gets in switches engine on
3. Voiceover “How much have you had to drink?”
1. Starts driving with no lights on, over the limit and blurred vision
2. Woman and child crossing the road at a zebra crossing
3. Crashes into mother and baby
4. Voiceover “Was it worth it? What did you get out of it? A prison sentence and a driving ban”
5. Strapline “Drive Hammered. Get Slammered.”
1. Ends on a man behind bars crying and another man crying, the father/wife of mother and baby.
6. Radio Ad Idea
“Didn’t you have a good night? I had the best night out, I drank
all night… I haven’t got any money left, I spent it all on booze,
well have to get in my car and go back to mine, its fine im not
drunk, I know my limit… SFX engine switches on LOUD music
comes on (Another female voice) “KATE STOP!!!!”
Baby voice “I was supposed to be born today, but someone
behind the wheel decided to take that away from me as well as
their license and freedom. Now none of us me, my mum or the
driver are free”
Drive sober, live long and free* SFX noise of prison gates
closing*
7. Places to advertise
These three social media platforms are the main source of connection
between campaigns and audiences. For males 17-29 year old this is
where most information is gathered and time is spent browsing.
By sharing shocking campaigns for drink driving on all of these
platforms they will be shared among to billion users on each platform
either by friends sharing or just word of mouth.
8. Times to advertise
• I would like this advert to be on after sports games, bank holidays, Fridays
and Saturdays as that is when the most drinking happens to remind
people what could happen if they do not drink safely.
• By sharing these campaigns to media platforms during these times, a lot
of people share shocking advertising campaigns on Facebook and other
social media platforms to make friends and family aware of what is going
on this is a informal warning to people that have tried or ever thought
about drink driving.
