A new drink-driving campaign has been unveiled by the Department for Transport to challenge the common misconception that there is no risk in driving after a small amount of alcohol.
‘Drink a Little, Risk a Lot’ was developed in collaboration with creative agency VML UK and highlights the “very real social, financial, and reputational consequences” of drunk driving.
“This important work confronts young men at one of the most social times of the year with the potential realities of a drink-driving conviction. Losing their license and with it the freedom they’ve worked so hard for, would have a significant impact on their lives,” said the Department for Transport’s head of marketing, Laura Butterfield.
“We want to challenge perceptions of personal limits, and stop drivers taking the risk – with a clear message that if you’re driving, even drinking a little alcohol could have major consequences.”
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According to the government body, the campaign is aimed at 17 to 24-year-old men and will be displayed in their social spaces.
The visuals of the campaign were designed to appeal specifically to its target audience and were created by British illustrator Tim McDonagh, whose style is heavily inspired by old comics and gig posters.
VML UK creative director, Christopher Joyce added: “Tim’s work is the perfect stylistic trojan horse, cutting through the visual noise of young drivers’ lives to deliver our simple, stark message. His art, full of irresistible detail, jeopardy, and drama, abandons the aesthetics of advertising to catch the attention of our elusive audience.”
The campaign will be displayed across out-of-home, social media channels, digital audio, radio, and online video. Accompanying the 2D materials will be animated assets crafted by Bristolian animation studio, Studio Yatta.
The campaign launches today (21 November) and will run for seven weeks until New Year’s Eve. Media planning was handled by Wavemaker, while media buying was led by OmniGov.
