Think! Drink Driving

THINK! is a long-running government campaign that raises awareness of key social issues, including drink driving. While traditional advertising techniques had previously been effective, their impact was starting to wane. This campaign adopted a fresh approach, placing the audience in the shoes of a drink driver who had been caught, emphasizing the message; If you get caught drink driving, you’ll be processed like any other criminal. The adverts created a more immediate, impactful experience, creating greater cut through with the audience.