If there is one campaign that got South Africans talking last year, it was the provocative "Pappa wag vir jou" Drive Dry initiative for Brandhouse developed by the amazing team at FoxP2 . This successful campaign managed to re-spark the cultural conversation with regard to drunk driving and was followed up with an equally hard-hitting campaign over the Dec 2011 - Feb 2012 Summer season to, quite literally, drive the message home.
BrandsRock was approached by FoxP2 to roll-out and manage installations in three cities as part of the launch phase of the campaign. This entailed the prominent positioning of a tow truck and a taxi behind an 8 meter-long sign that read: "WHO'S DRIVING YOU HOME TONIGHT", in close proximity to party hotspots where irresponsible drinking is likely to occur.
BrandsRock delivered over 40 installations in Cape Town, Durban and Johannesburg, in locations that were chosen primarily based on foot traffic, with specific emphasis on party destinations that attract younger patrons (e.g. Assembly in Cape Town, Billy the Bums in Johannesburg and Franki Bananaz in Durban). Installations were displayed for a minimum of four hours at various locations on Friday nights and attracted a lot of attention - the aim being to get members of the public to stop and think about how much they've had to drink and opt to take a taxi instead if they've had a few too many.
As Heather Noble, the manager of Brandhouse's Responsible Drinking Campaign put it: "The objective of our new campaign is to bring the real consequences of drinking and driving home to consumers. The message is that you ultimately choose who will take you home after you have been out drinking. It is a simple choice, but whatever choice or decision you make will have real, not necessarily pleasant consequences which can impact the rest of your life."
To date the campaign has reached over 30 000 members of the South African public. We are very proud to have played a part in this initiative.
BrandsRock 'WHO'S DRIVING YOU HOME TONIGHT?' Activation outside Assembly, Cape Town, December 2012
DRIVE DRY PRINT AD