MARCH 2020: APPOINTED ONE SHOW 2020 FILM JURY MEMBER
APRIL 2020: APPOINTED D&AD 2020 RADIO & AUDIO JURY MEMBER
Aware.org, our client, is registered as a non-profit organisation (NPO) with the Department of Social Development. Their focus is on preventing the negative consequences of alcohol abuse.
South Africa has the second highest drink-driving stats in the world. Ever year, over the festive season, anti drinking and driving messaging is everywhere. It's become wallpaper, and behaviour doesn't change. People still drink under the influence. We wanted individuals to take personal responsibility for their actions. A large part of the challenge is that casual drinkers don't see themselves as the problem and often drive after a few without realising the danger they pose to themselves and others. On the flipside, they’re very quick to criticise so called 'drunk' drivers on the road or condemn anything that promotes drinking and driving. We wanted to shine a light on this double standard in an effort to show people that they might very well be part of the problem.
This was the launch of an extensive, 6-week, multi-channel campaign led and defined by social media engagement.
