The 'Drive Dry' Initiative Targets Drinking and Driving

By: Kamal Musharbash - Published: Dec 8, 2010 • References: ibelieveinadv
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. Stats for Consequential Advertising Trending: Older & Mild
Research: 7,935 clicks in 284 w
Interest: 4 minutes
Concept: Drinking And Driving
Related: 39 examples / 30 photos
Segment: Neutral, 18-55
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