# Jail Simulation Mirrors Rikkis Taxi & Shuttle Service Shows Effects of Drinking and Driving By Vincent Salera | Published 2009-02-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/criminal-looking-mirrors-rikkis-taxi-shuttle-service-care-about-your-well-b References: [adsoftheworld](http://adsoftheworld.com/media/ambient/rikkis_taxi_shuttle_service_mirror) This ad for [Rikkis Taxi & Shuttle service](https://www.trendhunter.com/trends/taxi-driver) shows you what you will look like if you're caught [drinking and driving](https://www.trendhunter.com/trends/drunk-mode-locker). It uses the typical height indicator chart used by police stations when taking your picture for your criminal file. The tagline reads “Drunk driving makes you a criminal.” I find the ad very effective and hopefully it will make someone “think” after [drinking all night](https://www.trendhunter.com/trends/sober-chic) and considering to drive home. The ad was created by advertising agency Draftfcb, Cape Town, South Africa with creative direction by Schalk van der Merwe, Francois de Villiers and Declan Sharp. The copy was written by Andre de Wet. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 20% | Activity: 66% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Drinking and Driving Awareness:** Opportunity for innovative marketing campaigns and educational initiatives that highlight the dangers of driving under the influence. - **Visual Impact Advertising:** Potential for visual advertising techniques that create a strong emotional response and memorable impact on viewers. - **Creative PSA Campaigns:** Demand for creative public service announcement campaigns that effectively engage and influence behavior change. ### Who This Affects Most - **Advertising:** Opportunity for advertising agencies to create impactful campaigns that raise awareness on social issues like drinking and driving. - **Transportation:** Opportunity for taxi and shuttle services to promote safe transportation alternatives and offer incentives for responsible drinking. - **Law Enforcement:** Opportunity for police departments and organizations to collaborate with creative agencies to develop innovative campaigns that discourage drinking and driving. ## Related on Trend Hunter - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Road Safety Spirit Campaigns](https://www.trendhunter.com/trends/captain-of-the-night-campaign.md) - [Limited-Edition Rail Safety Beers](https://www.trendhunter.com/trends/rail-safety.md) - [Drunk Driving Detection Tools](https://www.trendhunter.com/trends/drunk-driving-detection.md) - [Responsible Drinking Campaigns](https://www.trendhunter.com/trends/irish-goodbye-program.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Safety-Focused Holiday Mocktails](https://www.trendhunter.com/trends/holiday-mocktails.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md)