Social marketing – case studies
Campaign: Keep off the hook
Client: Caisse Générale de la Sécurité Sociale
WPP company: Luvi Ogilvy, Réunion Island
Traffic accidents are often caused by teenage drivers under the influence of alcohol. Many of these accidents lead to serious injuries or death. Réunion Island is the first French territory with more road deaths caused by drunk than sober drivers.
La Caisse Général de la Sécurité Sociale (French Social and Health Security) commissioned Luvi Ogilvy to raise public awareness of this issue.
‘It’s your choice to keep off the hook’ emphasised that individuals must take responsibility for their actions. The ads appeared on billboards near popular nightspots, postcards in pubs and restaurants, and in newspapers and magazines.