Private university in Malaysia HELP University has launched an anti drink-driving awareness campaign. It is strategically targeted at students as it was found that college students are responsible for 28% of all alcohol-related accidents in developed countries.
Created by BBDO Singapore, the campaign was launched keeping in mind the peak drink-driving season, which occurs around the festivities such as Chinese New Year.
Filmed using hidden cameras, the campaign featured a whisky-drinking taxi driver, startling students on their way home after lectures. Their spontaneous reactions were then captured and replayed to reinforce how ridiculous the act of drink-driving actually is.
There is also an online element at the end of the video where students can take an anti drink-driving pledge on drinkdrivedontmix.org – a site which helpfully features the downloadable contact details of several local taxi companies.
Adam Chan, executive director, HELP International Corporation said: “HELP University feels creating awareness by means of normal media messages may not be as powerful as a video, that can go viral on Facebook and social media, thus attracting a larger, younger tech-savvy audience.”