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