Executive Production of a preventive campaign for Rådet for Sikker Trafik
& Tryg Fonden

INSIGHTS:
After seeing a national spike in cases of young males from the age of 18 to 25 drinking and driving, Tryg Fonden and Rådet for Sikker Trafik (DANISH ROAD SAFETY COUNCIL) wanted to do a national preventive campaign specifically for the same target group in Denmark. The goal was to develop an awareness campaign that would grab our audience's attention while conveying a serious message, produced after conducting extensive, in-depth collaborative research, idea generation, and focus group testing. But how do you create a transparent awareness campaign about this issue that is both easy to understand, memorable, and shareable — while aiming to set the stage for a reflective dialogue among the young regarding drunk driving?

IDEA:
By using visually intriguing and surprising internalized narratives, we assimilate ‘real-life’ situations where the target group can relate and mirror their own behavior, to create real change directly from thought to action, in the hope that the campaign can be a conversation starter and a possible hero for changing the norm regarding drunk driving. Two campaign films for differentiated focus groups within the target groups: 'Who’s driving (the car when you are drinking)?’ and ‘You wouldn’t do (it, right)?’.      

IMPACT:
In 2022, the youth campaign consisted of two campaign films: ‘You wouldn’t do it, right?’(the film shows a drunken young man being stopped from getting more alcohol at a party) and ‘Who’s driving when you’re drinking?’ (a group of friends drinking alcohol while driving). They were featured on web TV and various online platforms.

The campaign is proof that when creativity and distribution come together, it is possible to both reach and create results in a target group that has a fleeting media consumption and only takes in brands if they find them relevant. Based on conversations with the young people and analyses of their reactions to the content, two strong narratives were created that take the reality of the target group seriously and visualize situations where they can end up behind the wheel with too high a blood alcohol level.

The results speak for themselves: almost 7 out of 10 young people surveyed remember seeing the film. More than half who have seen the campaign have spoken to others about the campaign – and most importantly, the campaign has motivated 8 out of 10 respondents not to drink and drive.

' Who’s driving the car when you are drinking?’