Responsible Young Drivers (RYD): I'M DRUNK

Credits & Description:

Advertiser: RESPONSIBLE YOUNG DRIVERS (RYD)
Agency: PUBLICIS BRUSSELS
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: I'M DRUNK
Production: (Reed.be)
Account Director: Francis Lippens (Publicis Brussels)
Art Director: Geert De Rocker (Publicis Brussels)
Copywriter: Tom Berth (Publicis Brussels)
Programmers: Martial Clausse (Reed.be)
Designer: Samuel Bismes (Reed.be)
Creation: Denis Evlard (Reed.be)
Digital Strategy: Denis Evlard (Reed.be)
Digital Services Director: Nadia Dafir (Publicis Brussels)
Executive Creative Director: Paul Servaes (Publicis Brussels)
Account Manager: Julie Oostvogels (Publicis Brussels)
Programmers: Magus (Reed.be)
Motion: Samuel Biondo (Reed.be)

Implementation
We noticed on Twitter that a shocking amount of people share the fact they're drunk. On average, once a minute someone tweets "I'm drunk".But if you’re able to tweet when you’re drunk, you’re also able to decide not to drive. We developed a system that scans Twitter for variations of “I’m drunk” tweets. Every weekend one RYD-volunteer sends drunken tweeters a ‘don’t drink & drive’ message with a link to our newly developed app that automatically locates a taxi in the area where people are tweeting from. This way drunken twitterers are only one click away from a taxi. 
Twitter;https://twitter.com/RYD_TAXI

Client Brief Or Objective
Responsible Young Drivers is a network of 600 volunteers that promotes road safety and helps drunken party people return home safely. But 600 volunteers on the road, can’t possibly be everywhere that drunken people are. We needed to find a more efficient way if we wanted to reach more drunken people.

Outcome
•Quantity: We launched project ‘take a taxi’ on New Year’s Eve and reached 4875 of drunken twitterers in the first month. Today, more than 10.000 tweets have been detected.•Quality: by choosing Twitter as a media with this idea, we were sure that 100% of those we reached would be our target audience.•Efficiency: Before this action, one RYD volunteer was able to help out 50 drunken people per

Execution
With this Twitter-campaign, we reached a highly selective audience of potentially unsafe drivers. We managed to detect a potentially drunken driver and provide a solution in only 140 signs.The idea also allowed us to stick to the personal approach that RYD insists on. We didn’t use a bot to reply automatically but a RYD volunteer who replied personally to make sure the tweeter would find his or her way to a taxi easily, even when drunk.