This is backed up by its new TVC on ETV, MNET, SABC1, SABC2, SABC3, Comedy Central and Soweto TV and will run right through the Festive Season a high-risk period for road accidents.
"You could lose everything the moment you choose to drink and drive," says Zanele Njapha, Sustainability Manager at brandhouse. "Unfortunately, consumers don't realise that their ability to take advantage of opportunities in life is threatened by their drinking & driving behaviour.
Although Drive Dry speaks to all South Africans that have access to a car and drink alcohol socially, it targets mainly 18 to 25 year olds, who tend to be more casual about drinking and driving.
The legal ramifications of drinking and driving do not put off South African consumers. "It won't happen to me" is a common attitude among South Africans, particularly when it comes to drunk driving and especially when you are young. However, statistically the chance of being arrested, crashing a car, injuring yourself or worse killing a friend, is alarmingly high.
"The company is committed to engaging with consumers on responsible drinking and to create consumer campaigns in the regions where we operate. We are therefore committed to promoting responsible consumption today and into the future, and we hope this campaign will make a real difference to people's attitudes to drunkenness and their drinking behavior," concludes Njapha.
