VAD/BELGIAN FEDERATION AGAINST ALCOHOL & DRUGS: A BREATH TEST WITH A TWIST

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: VAD/BELGIAN FEDERATION AGAINST ALCOHOL & DRUGS

Product/Service: ANTI DRINKING CAMPAIGN

Agency: DUVAL GUILLAUME ANTWERP/MODEM

Date of First Appearance: Apr 30 2011

Entrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM

Creative Director: Geoffrey Hantson (Duval Guillaume)

Copywriter: Dieter De Ridder (Duval Guillaume)

Art Director: Ad Van Ongeval (Duval Guillaume)

Account Director: Jonathan Moerkens (Duval Guillaume)

Media placement: ambient - breath test - police control - 20th april 2011



Insights, Strategy & the Idea

Make the public - parents - aware of a new law that makes drinking under 16 illegal in Belgium



Creative Execution

We organized breath tests with the Belgian Traffic police. But with a twist. Instead of the adults, the children were asked to do a breath test.



Results and Effectiveness

The campaign was launched end of April. So it's too soon for concrete - honest - results.