Sophie Chen
Jan 23, 2014

Taxi-driver movie puts a mirror up to youth drink driving

KUALA LUMPUR – Help University, a private university in Malaysia, has launched a drink-driving awareness campaign targeting students ahead of the festive season, which is the worst period for drink-driving.

The university worked with BBDO Singapore to create a first-hand experience of the dangers of the reckless habit for students—using hidden cameras to capture their reactions to a taxi driver who seems to be pouring whisky down his throat while driving.

The video concludes by asking students to apply the same standards to themselves that they did to the driver and provides a link to a website where they can pledge not to drive after drinking and download contact details for several local taxi companies.

“Drinking and driving poses a potential hazard to those pedestrians and other drivers on the road,” said Adam Chan, executive director at Help International Corporation. “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.”

Ronald Ng, chief creative officer at BBDO and Proximity Singapore, said the idea was to “put a mirror in front of the students” to demonstrate what they might be doing during this season of partying and drinking.

This campaign is a follow-up on the university’s ‘Wheelchair’ campaign in 2008, also created by BBDO.



CCO Ronald Ng
ECD Primus Nair, Wai Khuen Eye
Art director Gary Lim
Writer Nikhil Panjwani, Adlin Rosli
Creative technologist Laurent Thevenet
Production house Think Tank Films

Related Articles

Just Published

1 day ago

How to prepare for hybrid commerce: Chinese ...

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

1 day ago

Data shows brands don’t need social media accounts ...

Data from a Jing Daily report shows that luxury brands no longer rely on their own social media accounts in China with more engagement relying on KOLs.

1 day ago

Apple debuts 2022 Chinese New Year film (clear some ...

The company's offering for this year is a 23-minute epic—shot on iPhones—about the making of an epic film within the film, also shot on iPhones.

1 day ago

How women’s health brands communicate on social ...

Female founders of women’s health brands say censorship makes it challenging to properly address women’s concerns.