Drink Driving
Raising awareness of the consequences of driving under the influence of drink.
This powerful anti-drink driving campaign appeals directly to the public to protect their friends, and other road users, by ensuring their friends do not drink-drive.
Drink driving kills. Don’t let your friends drink and drive.
At its core, the campaign calls attention to the ripple effect of one individual’s decision to drive after drinking, and the silent complicity of those around them who do nothing to prevent it.
The centrepiece of the campaign is a new TV advertisement that opens with a familiar social scene. A group of friends enjoying a post-training drink. One of them states his intention to drive home. No one intervenes. One friend even buys him a drink, and another, while the rest raise their glasses in a toast, subtly reinforcing the perceived acceptability of his decision.
As the scene unfolds, a disturbing transformation begins. From the moment the driver takes his first sip, a trickle of blood appears on his hand, a visual metaphor marking the start of a fatal sequence. The blood begins to spread, eventually staining the hands of everyone in the group. It becomes clear. While the choice to drink and drive was his, their silence and passive support make them complicit.
The advert delivers a stark message. Drink driving kills. Don’t let your friends drink and drive.
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Media Plan
The campaign will run across multiple channels and platforms to maximise visibility and reach.
• TV and Video-on-Demand
• Cinema Advertising
• Radio and Digital Audio
• Digital and Social Media
• Out-of-Home – including bus shelters, pub washrooms, and branded beermats
• Media Partnerships and Live Sports Advertising
Key Messages
• The campaign addresses a culture of acceptance around drink driving, where silence or inaction is viewed as harmless, but in fact enables risk.
• It confronts the myth that drink driving is a personal choice with personal consequences.
• The driver’s decision to drink and drive is the catalyst, but when others do not intervene, the risk is shared.
• The campaign challenges friends, family, and peers to speak up to break the silence that too often surrounds drink driving.
Campaign Objectives
• Reduce social tolerance for drink driving in group and social settings.
• Encourage active intervention and support for safer choices.
• Reinforce the fatal consequences of drink driving.
• Drive behaviour change.
Let’s talk drink driving
Why do people still drink and drive in Ireland? To explore this issue, Shane O’Donnell, Clare hurler and the RSA hosted a group discussion about drink driving and its prevalence on Irish roads.
As part of the discussion, we asked people if they knew how many units of alcohol were in their drink. Do you know what a unit of alcohol looks like?
Visit here to see what a standard drink is https://www2.hse.ie/living-well/alcohol/health/improve-your-health/weekly-low-risk-alcohol-guidelines/?hl=en-GB
We asked people if they knew how many units of alcohol were in their drink.
Please see four videos below
30 second English radio30 second Irish radio10 second English radio10 second Irish radio
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