# Consequential Advertising The 'Drive Dry' Initiative Targets Drinking and Driving By Kamal Musharbash | Published 2010-12-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/drinking-and-driving References: [ibelieveinadv](http://www.ibelieveinadv.com/2010/12/drive-dry-lets-date/) 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](https://www.trendhunter.com/trends/00-reasons-needed)" 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. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 42% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Consequential Advertising:** Opportunity for brands to create impactful campaigns that highlight the negative consequences of certain behaviors. - **Campaigns with Irony:** Utilizing irony in marketing can be an effective way to grab attention and engage with a target audience. - **Addressing Social Issues:** Brands taking a stand and raising awareness about social issues through their advertising campaigns. ### Sectors Adopting This - **Advertising:** Innovative advertising agencies can create thought-provoking campaigns that bring attention to important social issues. - **Automotive:** Opportunity for car manufacturers to promote responsible driving behaviors and discourage drinking and driving through their marketing efforts. - **Alcohol:** Alcohol brands can collaborate with organizations and create campaigns that promote responsible drinking to prevent dangerous consequences. ## Related on Trend Hunter - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Road Safety Spirit Campaigns](https://www.trendhunter.com/trends/captain-of-the-night-campaign.md) - [Safe Consumption Swimmer Campaigns](https://www.trendhunter.com/trends/malibu-dont-drink-and-dive.md) - [Limited-Edition Rail Safety Beers](https://www.trendhunter.com/trends/rail-safety.md) - [Winter Alcohol-Safety Initiatives](https://www.trendhunter.com/trends/winter-water-safety.md) - [Trendy Sobriety Campaigns](https://www.trendhunter.com/trends/sober-chic.md) - [Alcohol Alternative Campaigns](https://www.trendhunter.com/trends/free-af.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md)