As important figures in road safety gathered at the Road Safety Authority‘s (RSA) Annual International Road Safety Conference on 11 June in Dublin, Minister Seán Canney revealed a chilling campaign aimed at raising awareness about drink driving and the societal attitudes toward this risky behavior. Creatively led by agency Forsman & Bodenfors Dublin, the initiative’s centerpiece is a short video that metaphorically captures the devastating consequences of drink driving and the societal norms and passivity that allow it to thrive.
The campaign communicates not only to the drivers — often mistakenly labeled as the sole ones responsible for drink driving — but to bystanders as well: family members, friends, and peers whose decision not to intervene turns them into silent accomplices to driving under the influence of alcohol. Taking an emotional approach, the ad highlights the collective responsibility we all share when we decide to stay silent in front of drink driving.
The hero spot opens with a scene most of us are familiar with: A group of friends gathering over some drinks after a training session. One of the friends clearly signals his intention to drive back home, yet none of his friends intervene. In fact, he is handed a beer from one of his buddies, while the rest toast their glasses.
But as they continue to drink, both the driver and the rest of the group begin to bleed, a visual reminder of the potential consequences of drink driving. With blood dripping from everyone’s hands, the ad highlights a powerful message: While the choice to drink and drive was the motorist’s alone, the rest of the group’s inaction made them complicit in a tragedy that could have been prevented.
While at the conference, Sam Waide, Chief Executive of the RSA, said: “Driving under the influence of alcohol and drugs means slower reaction times, reduced alertness, impaired judgment, and poor vision, which drastically increases the risk of serious collisions. We at the RSA are committed to educating and informing drivers of the risks, so that motorists can make informed decisions. Our new anti-drink-driving campaign launched by Minister Canney today and the recent anti-drug driving campaign are testament to that. Everyone has a role to play when it comes to road safety, and I urge everyone to do better so we can reduce the number of injuries and fatalities on Irish roads.”
The campaign is planned to run across multiple channels — TV and Video-on-Demand, cinema, radio and digital audio, OOH, and also via media partnerships and live sports advertising. With a powerful message at its core, the RSA’s goal is to reduce social tolerance for drink driving in groups and social settings. Addressing the myth that drink driving is the driver’s personal choice with personal consequences only, the campaign aims to encourage people to intervene and support safe choices. Other key objectives of the RSA include reinforcing the devastating consequences of drink driving and, ultimately, driving lasting behavior change.
CREDITS
Brand: Road Safety Authority Ireland
Agency: Forsman & Bodenfors
