Diageo has launched its 2017 Drive Dry Campaign, which aims to shock viewers into thinking twice about getting behind the wheel drunk.
Published: Thursday, December 22nd 2016
The festive season is upon us, but so is the concern of drunk driving as more people are on the roads throughout the entire December holidays.
Drive Dry Campaign says 'no more' to drunk driving
Diageo South Africa has launched its 2017 Drive Dry Campaign aimed to 'sober' South Africans' thoughts on drunk driving and also remind them of the devastation it leaves in its wake. The Drive Dry campaign aims to shock drivers by revealing true life stories of victims, witnesses and the loved ones left behind as a result of being drunk behind the wheel.Many victims of drunk driving were not even at fault, yet their lives will never be the same again.Take a look at the heartbreaking video compilation which shows South Africans who have lost loved ones or the normal function of their bodies as a result of a drunk driving. Miss South Africa and Miss World for 2016, Candice Abrahams, and DJ Fix, from popular radio station 5fm, also share their own personal accounts of drunk driving.
Diageo is a London alcohol beverage company who wants to take a stand against drunk driving, not just this festive season, but every time we got out for a drink or to an event. The company sat down with brave South Africans as they gave their own accounts of losing a loved one, witnessing an accident or almost losing their own life as a result of drunk driving.
“Our overall goal is to impact and change people’s lives by using real stories to give the campaign resonance," said Diageo SA’s legal and corporate security director Viwe Soga.
In January this year, Transport Minister Dipuo Peters announced that the festive season’s road deaths had increased by 14%, with a total of 1755 fatalities from December 1, 2015 to January 11, 2016. Many of which were a direct consequence of alcohol abuse. It is estimated that 7,8% of the GDP is lost as a result of car crashes.