1. Many people have lost their lives due to traffic accidents caused by drinking and driving, despite this risk being neglected. 2. The goal is to make drinking and driving seem as relevant and realistic a risk as other serious threats like AIDS or Ebola. 3. The strategy is to present drinking and driving as a newly discovered disease, in order to replace the behavior with something people genuinely fear. An announcement of a fictional new disease worse than Ebola will be used to draw attention to the risks of drinking and driving.

1. How we can #SaveKidsLives
Team PR020
Stop Drinking and Driving

2. Many people have lost their lives in traffic
accidents caused by drinking and driving.
- In high-income countries, about 20% fatally injured drivers have excess alcohol in their blood.
- In low- and middle-income countries these figures may be up to 69%.
The Situation
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3. Because they think it mightn’t be happened for them and supposed
they would be alright even at relatively low BAC levels.
In spite of the fact,
Most of people just do neglect it.
The Observation
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4. To make “drinking and driving” something
relevant and realistic to everyone.
The Goal
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5. To replace “drinking and driving“ with
the thing people are extremely afraid of.
The Strategy
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6. Drinking and driving : you would NOT care
If you have….
AIDS : you care
Malaria : you care
Ebola : you care
Insight
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7. [A number of the world’s fatalities on the roads is almost 8 million per year]
The background of creative idea
Ebola < Malaria < Drinking and driving < AIDS
1.6M
0.8M
0.6M
10K
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8. New disease to be discovered in the world
Drinking and driving New disease
The Creative idea
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9. The Core execution
[Important announcement]
4th May 2015
New disease has
been discovered today.
Around 8 million people have lost their lives per
year. This is comparable to about 100 times of
Ebola. By this thing, more than 500 children lose
their lives every day.
This is what is happening all over the world. Also,
it is happening in your country as well. Especially
low- and middle-income countries are a large
percentage.
To know this disease, let's stop this with your
cooperation.
#SaveKidsLives
Thank you
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10. The Execution
The main event Media
Inviting media in the event. This news &
the video being featured in viral medias
(i.e. TV, Newspaper, etc.)
*Press don’t know yet what the new disease is.
How to know what the new disease name is
Owned media – campaign page
Movie
This event movie makes topic
on the internet with using it as
buzzing tool.
Médecins Sans Frontières and World Health Organization
had a press conference about the new disease which would
be worse than Ebola at the first day of the third UN Global
Road Safety week.
SNS
Creating news for leveraging this
stimulating moment
Creating great circulation from
SNS to media
Being the key content to
buzzing on social
What is new disease?
[Detail]
Sharing on SNS and encouraging donation
Actually it is not a disease.
This is the story of "drunk and driving".
500 children have lost their lives in
traffic crashes. Drinking and driving is
more dangerous than what you think.
Please promise not to drink and drive.
Share with #SaveKidsLives
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Click to [Detail]

11. 1. The Situation/Starting Point
Many people have lost their lives in traffic accidents
caused by drunk driving. In spite of the fact, Most of
people just do neglect it.
2. The Goal/Objectives
To make “drinking and driving” something relevant
and realistic to everyone.
3. The Strategy
To replace “drinking and driving“ with the thing
people are extremely afraid of in their lives.
4. The Creative Idea
Plan to seed & make news that “new” disease to be
discovered in the world. To treat “drinking and
driving“ as a new disease. This is not hard to notice
what the new disease is. However, make them think &
take action.
5. Execution
The first day of the third UN Global Road Safety week,
we will conduct a press conference with the new
finding from Médecins Sans Frontières and World
Health Organization and #SaveKidsLives as a core
idea in 110 countries. Also, we are supposed to
launch campaign website and amplify it through SNS
& media with an easy to share idea and it’s movie.
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New disease to be discovered in the world
Drinking and driving New disease

12. Campaign Description
As we saw the data was many people have lost their lives in
traffic crashes globally. Despite the fact that it is much more
scary thing rather than other infectious diseases, people do
not realize it so much. So we decided to educate drivers about
the risk of drinking and driving with “new disease”. It makes
them think & take action to be more serious way.
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