Anti Drink & Drive 2005 campaign hits emotions

Singapore - Saatchi LAB has yet again scooped up a project with the Singapore Police Force, recently launching this year's anti drink and drive campaign with the theme of "Drink Driving Shatters Lives. Get The Picture?" -- the campaign aims to discourage the community from driving under the influence, especially with the festive season looming round the corner.

"Despite running Anti Drink & Drive message every year, drivers continue to flout the rule and drink driving accidents are on up on the rise slightly," said Adrian Ho, Account Director at Saatchi LAB.

"This year's communication strategy is unlike previous years -- this time, the strategy is to hit the target audience where it hurts the most: their hearts. We basically want to bring home the message that should you lose your driver's license, smash your car, or be slapped with a summon, you're able to replace these things. But when you kill someone, you have to live with a guilty conscience for the rest of your life."

Targeted audiences include all licensed drivers, with a particular emphasis on those who frequent coffee shops, hawker centres and nightspots. The extensive campaign will run across television and radio channels, newspapers, toilets, and outdoor mediums such as bus shelter panels, taxis, double decker buses, video walls, car park barriers and lamp post banners. Coasters will be distributed to clubs and pubs, while food courts, hawker centres and coffee shops will carry table top advertising. Saatchi LAB handled all media placement duties.

This project marks the agency's third anti drink and drive campaign for the Traffic Police -- a specialist staff department of the Singapore Police Force -- and its fifth project in two years. Saatchi LAB previously handled anti drink and drive campaigns in 2003 and 2004, and also worked on the Road Safety Campaign in 2004 and this year's Road Courtesy Message.