SAVING LIVES BY DRIVING AWARENESS

CLIENT : THE SCOTTISH GOVERNMENT

THE BRIEF

When Scotland’s drink driving law was changed in December 2014, we were tasked with creating a campaign to raise awareness of the upcoming changes and to highlight the consequences to drivers – prior to the legislation coming into effect.

THE CAMPAIGN

Built around a simple idea – ‘just one drink is enough to break the law’ – our national launch in Edinburgh was followed up with photo opportunities and press calls across the country. Social media played a vital role, and our partnership strategy with brands such as Innis & Gunn (‘Innis & None’) spread the message even further.

THE RESULTS

506 media pieces were placed across print, broadcast and online media – creating over 365 million opportunities to see or hear campaign messages. 310,000 people were reached through our Facebook activity, with 6,500 users engaged on Twitter. Most importantly, the campaign helped to deliver a 19% reduction in drink drivers detected across Scotland.