Kids and young people driving under the influence of alcohol are still a huge problem in the UK. Far too many get killed or seriously injured – not to mention their passengers or others who get caught up in accidents.

Research into the attitudes of young drivers shows that most don’t think about death or injury. They’re more concerned about damaging their cars, or having to pay higher insurance premiums. The road safety charity Brake has more on this.

Our brief was to change this attitude and behaviour by getting young people to face up to thinking about the worst that could happen as the result of drink driving.

Our target audience: young drivers between 17 and 25, mainly male, in Lancashire.
Our client: North Lancashire Primary Care Trust.
Delivery time-frame: four weeks.
Budget: £10,000 to £20,000
Final Delivery Format: Viral Video & Cinema Commercial