Drunk driving contributes to 46% of all deaths and injuries on their roads, mainly involving drivers between the ages of 18 and 30. With a modest budget they focued on nightclub bathrooms, speaking to those most likely to be driving home drunk after a night out. The wheelchair wheels were fitted in all the toilets cubicies. The idea was sufficiently innovative for the media to give it coverage on TV and in print. With the added momentum from PR, the marketing budget was stretched even further. Research conducted outside the clubs as patrons left showed the message had really hit home.
Agency: The Jupiter Drawing Room, South Africa.