In hopes to provoke thought and prevent future life-threatening issues, FoxP2 in Cape Town, South Africa created a campaign featuring men in prison, presenting the unsightly consequences of drinking and driving.
"Drive Dry" is the slogan complementing the dangerous sides of drinking and driving in these ads, and brings upon an ironic side to the sensitive issue. The inmates don't look too happy in their dark and dingy surroundings, thus targeting the certain demographic of men who believe that driving drunk is an acceptable topic.
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