Drink Drive 70s through to the present  (2012)

Gold award winner

Campaign: Drink Drive 70s through to the present
Brand: Department for Transport
Client: Department for Transport
Entrant: Leo Burnett
Principal Authors: Josh Bullmore - Leo Burnett, Steve Watkins - Leo Burnett

Credited Companies: Holmes and Cook - Econometric modelling agency, Department for Transport - Client

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This paper reveals how communications changed drink driving behaviour over the course of thirty years from 1979 to 2009 by tackling drink driving attitudes, acceptability, denial and decisions. This relentless pursuit of potential drink drivers saved almost 2,000 lives, prevented over 10,000 serious injuries, and created a value to society of £3bn. For the second, third and fourth periods of the campaign every £1 spent on communications saved society £154, £12 and £38 respectively.

Judge's Comments:

This Drink Drive campaign overcame one of the biggest challenges in advertising; namely, changing society’s opinion of what is acceptable. Over a substantial period of 30 years, the communications have been proved to save lives, something all the agencies involved should be incredibly proud of.