Brandhouse has launched the next salvo in its provocative Drive Dry campaign: The campaign asks one simple question: ‘WHO’S DRIVING YOU HOME TONIGHT?’ and provides some thought provoking answers.
Various installations were showcased at venues around Cape Town over the festive period to make members of the public stop and think about what could happen if they choose to drink and drive. Consumers who have seen the installations are shocked into reality and many have said that it made them think about how they were getting home that evening. Several felt glad that they had arranged a taxi for the evening after seeing the installations.
“The objective of our new campaign is to bring the real consequences of drinking and driving home to consumers. The message is that you ultimately choose who will take you home after you have been out drinking. It is a simple choice, but whatever choice or decision you make will have real, not necessarily pleasant consequences which can impact the rest of your life”, said Heather Noble, Responsible Drinking Campaign Manager at brandhouse.
The installations are designed to catch peoples’ attention as club-goers walk into, or out of a venue to their cars – they are confronted with a tow truck and taxi with the message “Who’s Driving You Home Tonight”. These installations are currently being rolled out at venues around Johannesburg and Durban, particularly nightspots, where consumers congregate. The rest of the campaign, including a television advert, will launch in February 2012.