As part of the Trinidad and Tobago Beverage Alcohol Alliance’s (TTBAA) commitment to enforce zero tolerance to drinking and driving, they were looking for a campaign that seriously addressed the consequences of drunk driving.
Present the consequences of drunk driving
The central theme of the campaign is very much in your face and straight to the point.
The headline ‘Who Will Be Driving You’ features the use of funeral home directors, police, ambulance drivers and wrecker drivers standing in front of their vehicle through the use of hard hitting advertisements. It also involved the use of activities promoting awareness about driving drunk that were disseminated via various components of mass media and had a robust 360 digital media presence.
Elements of the campaign included: television and radio advertisements, outdoor billboards, animated web banners and social media.