ARA

brandhouse’s ongoing Responsible Drinking initiative, Drive Dry has enjoyed a hugely successful campaign over the festive season and has been a talking point in various audiences.

Drive Dry is a hard-hitting awareness campaign which highlights the consequences of drinking and driving. brandhouse are confident that their Drive Dry campaign, which will again be stepped up before and during the Easter season. Is contributing positively towards changing behaviour and attitudes to drinking and driving.

It also supports the Department of Transports objective to create safer roads as the country heads towards World Cup 2010.

The festive season campaign won an Orchid in the media and marketing pages of Independent newspapers for standing out among all the other promotional material in that time. This is the second time brandhouse has been lauded with an Orchid award for the Drive Dry campaign.

The Drive Dry initiative is an honest approach to evoke strong emotional responses from consumes by personalising the issue of drunk driving and its tagline of “it Won’t Happen to Me” has given the campaign a realistic edge.

The drive website www.drivedry.co.za has received major traffic with thousands of individuals making use of the ‘opt in’ sign-up pledge to mobilise people to take action against driking and driving by signing a commitment to Drive Dry.

The website also incorporates a community ‘notice board’ in which individuals can share their personal stories about how driving under the influence of alcohol has impacted their lives.

Visit site