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Campaign: Preventing drink driving

Preventing drink driving

Client: Malteser Ambulance Service
WPP company: Ogilvy & Mather, Frankfurt

One in nine traffic deaths in Germany is caused by a drunk driver, often a teenager. With the pro bono support of Ogilvy Frankfurt, The Malteser Ambulance Service launched a campaign reminding young people of the dangers of drink driving.

The campaign used letters from famous liquor bottle labels to spell out the risks of driving under the influence – from whiplash to skull fractures and paraplegia. The ads appeared on billboards in parking lots next to popular nightspots, as posters in toilets and as banners on party websites. An animated version of the ads ran in local cinemas.

The campaign received significant attention from the media and general public. It was also a winner at the Cresta International advertising awards 2007.