The Department of Environment Transport and the Regions (DETR) is dropping its shock-tactic advertising for its annual drink-drive campaign. Rather than focusing on the bloody consequences of an accident or the long-term impact on a family, the new ad, created by DMB&B, features four ‘reasonable’ people talking about their attitude to drinking and driving. The endline says that these ‘reasonable’ characters kill, injure and maim through drinking and driving. The shift in direction follows research that showed most people had got the message not to drink and drive, but that a hard core of drivers was still resisting the message.
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