Drink Driving Kills 60sec.
Digital Out of Home
Social Media Placement
Description
Drink driving continues to be an issue in Ireland but there is another worrying trend today: a rise in the social acceptance of drink driving. Since 2019, social acceptance of drink driving has risen by 12%, according to RSA.
Using a stark visual metaphor, this campaign challenges the social acceptability of drink driving. It appeals directly to the public to protect their friends, and other road users, by ensuring their friends do not drink and drive.
Our aim with this campaign was to get Ireland talking about how drink driving is creeping back up again. We felt that highlighting society’s role in this rise would be a compelling way to do that.
As much as it is ultimately the individual driver’s choice to drink and drive, we wanted to highlight the important role their friends can play in helping to prevent drink driving.
Through this campaign, we wanted to show a mirror to society and get people to think about how they can play a part in reducing this dangerous behaviour and hopefully motivate them to do so the next time they are around friends or family.
Drink driving, like relationships, is complex, but the public doesn’t engage with complexity. They connect with one clear message that resonates instantly.
This professional campaign titled 'Drink Driving Kills' was published in Ireland in June, 2025. It was created for the brand: Road Safety Authority, by ad agency: Forsman & Bodenfors. This Film medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 16 days ago by Head of Production: Brian Daly of Forsman&Bodenfors Dublin.
Credits
Advertising Agency: Forsman & Bodenfors
Executive Creative Director: Damian Hanley
Senior Art Director: Laura Rice
Senior Copywriter: Robert McBride
Planning Director: Madhumita Chandrasekaran
Senior Client Director: David Power
Senior Client Manager: Stephanie Urban
Senior Designer: Alan Ruane
Head of Production: Brian Daly
Client: Road Safety Authority
Director of Partnerships and External Affairs: Sarah O’Connor
LEAD I Strategic Campaign Development and Partnerships: Brian Johnson
Higher Executive Officer, Communications Department: Annette Ferguson
Production: Butter
Director: Zak Emerson
Producer: Michael Duffy, Glen Collins
Director of Photography: Piers McGrail
Production Coordinator: Rachel Smith
1st Assistant Director : Ciara McIlraith
Casting: Shauna Griffith
Production Designer: Joe Fallover
Costume Design: Driscoll Calder
Make Up: Edwina Kelly
Gaffer: Stephen McCarthy
Sound Recordist: Robert Flanagan
Post Producer: Jen Connolly
Editor: Scot Crane
Composition & Sound Design: Joseph Wilkinson
Post Production: Screenscene
Photography: Eoin Holland Photography
Media planning & Buying: Spark Foundry, part of Core
