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Drink Driver. Selfish Prick.

Client

SAPOL

Tasks

Print

TVC

Digital

Outdoor

About the project

There is a problem in our society. Young, recalcitrant drink drivers are continuing to threaten their own lives and the lives of the community.

Our objective was clear. Reduce the number of drink drivers on South Australian Roads.

From here, we got to work on a strategy. Calling these drink drivers out. Spelling out the consequences, not just for the offender but everyone involved. We utilised a dark, introspective story told by a drink driver who in the end labels himself for what he is – a selfish prick. Through this, the term, ‘selfish prick’ has been captured by the community. Early research shows this to be one of SAPOL’s best-performing campaigns in some time, managing to reduce drink driving by 35% on South Australian roads.

 

 

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