DfT targets young men in Christmas drink drive push

by Joanne Payne, Brand Republic 01-Dec-06, 11:30

LONDON - Leo Burnett has created an integrated campaign to support the 30th anniversary of the Department for Transport's annual Christmas drink-drive initiative.

The campaign begins today and exploits a variety of media including online, radio, ambient media panels, mirror stickers and Bluetooth messaging.

Leo Burnett's TV ad 'Crash' will re-air in the lead-up to Christmas with the end-frame adapted to encourage drinkers in pubs to switch their phones to Bluetooth to receive a message. If enabled, the phone will then receive a short game from the DfT that concludes with a safe drinking message.

Panels with an audio message will be installed in men's lavatories. The message will be triggered by movement near the panel which activates when the drinker gets close enough to the image.

It is hoped that the messages will be delivered at critical decision-making moments, such as last-orders at the bar. Online ads will also run throughout the Christmas period.

The campaign is supported by a range of organisations associated with the drinking environment by providing sponsorship.

Partners supporting the campaign include Shepherd Neame, Youngs, Threshers, Coca-Cola and the Drink Aware Trust.

Transport secretary Douglas Alexander said: "During 30 years of our innovative, award-winning Think! campaigns, we have more than halved the number of people killed in alcohol-related road accidents each year.

"This is a great achievement, but we will not be satisfied until we are sure everyone understands the risk of driving even after one drink."

Research shows that drink driving is less socially acceptable since the start of the campaigns in 1976. However, research published last year found that more than a third of failed male breath tests were from 17-29 year-olds, hence the emphasis on 'malecentric' advertising this year.

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