Following on from the legislation change last Christmas, the Scottish Government and Road Safety Scotland needed a drink drive campaign for the Summer. They wanted to remind people that they will get caught if they drink and drive, even at the hottest time of the year. Particularly we needed to communicate that Police Scotland stop a driver every two minutes on average throughout the year.
We subverted traditional illustrated summer posters and summery typography and created a radio spoof of a traditional Christmas ad. We asked ‘Don’t spoil summer. Don’t drink and drive.’ and in doing so challenged the commonly held belief that you are more likely to get caught drink driving during the Christmas period than you are at other times of year.
The campaign will run in bars, online and on the radio in June